VisitEngland puts Southport and Wirral at heart of £1m campaign to encourage people to take spring breaks on the North West coast. Tony McDonough reports
A new £1m campaign to promote the North West coast as a spring break destination will put the spotlight on Southport and Wirral.
VisitEngland, the official tourist board for England, is launching the campaign this week to highlight destinations, attractions, experiences and accommodation providers to build back demand for domestic breaks.
This campaign will highlight Southport’s coastal attractions and year-round events programme which this year will also welcome a specially curated cultural calendar of free events.
Beautiful beaches and coastal landscapes of Wirral will also be highlighted as the perfect seaside escape for the whole family.
Southport is enjoying something of a renaissance. Long a destination for a day from people across Merseyside, the town is now leveraging its history as an elegant and upmarket seaside destination.
There has been significant investment into bars, restaurants and hotels and Sefton Council is also embarking on a transformation of the public realm. Work is also set to start on the £73m Marine Lake Events Centre on the waterfront.
Once marketed as “the leisure peninsula” Wirral offers beautiful coastal scenery and views across to North Wales at locations such as Parkgate and West Kirby as well as new leisure developments at New Brighton.
Liverpool city region destination partnership managing director, Natalie Wyatt, said: “Spring offers a fresh chance to get outdoors and explore the breathtaking coastline of Liverpool city region.
“This campaign puts the spotlight on the landscapes, experiences and coastal businesses that make our destination so special.
“From New Brighton and West Kirby on the Wirral to Crosby Beach, the dunes of Formby and the classic appeal of Southport, this campaign not only celebrates these stunning destinations, but also the vital economic boost that increased visitor numbers bring to our local businesses and communities.
“With lighter days and warmer weather ahead, our coastal communities are prepared to offer unforgettable experiences while driving real economic benefit.”
VisitEngland research shows that England’s coastal destinations have been seeing fewer visitors in recent years with numbers down 11% year-on-year.
And there is a huge opportunity if more of us holidayed at home. Converting just 10% of what Brits spend on travelling abroad to holidaying here could deliver an £8 billion boost annually to our economy.
This pilot campaign will support VisitEngland to make the case to government for similar marketing activity in the future.
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VisitEngland Director Andrew Stokes added: “Whether you are looking to connect with nature or revisit childhood memories, England’s North West coast has it all, with fantastic stories to tell and wonderful experiences and products for everyone to enjoy.
“From restorative retreats to dune walks and forest trails and from theme parks and fish and chips on the pier to quirky museums and hidden art, there truly is a magical break for everyone.”