VisitEngland is launching a major national campaign to inspire more people to book a coastal getaway, boosting visits and visitor spending in England’s coastal destinations through the autumn and into 2027.
Through five themed coastal ‘clusters’, Creative, Nature, Outdoor, Historic and Classic, the campaign highlights the diverse experiences on offer across England’s shores, inspiring more domestic breaks and supporting coastal destinations and businesses.
The launch comes as VisitEngland research shows domestic coastal breaks are down 18% year-on-year, with travellers also taking shorter trips, booking later and spending less. The opportunity is significant. If just 10% of spending on overseas travel was redirected to domestic holidays, it could generate an additional £8 billion for the economy.
This phase of VisitEngland’s £1.2 million advertising campaign gets underway from 28 September until 1 November before returning from February to March 2027, working with a match-funded commercial partner to convert inspiration into bookings.
Tourism Minister Stephanie Peacock said: “Tourism sits at the heart of our coastal communities, with millions of people choosing to visit the British seaside every year for their holidays.
“The sector not only provides fantastic days out but is also a key part of the economy. That is why the Government has been giving it strong backing through the Great British Summer Savings scheme, which has been promoting great days out across the country.
“For me, there is something truly special about a trip to the seaside. I have so many fantastic memories of holidays around the UK growing up, and it is a real pleasure to continue discovering new places along our coastline. In the past month alone I have visited Blackpool’s iconic seaside resort, Dorset’s famous Jurassic Coast and enjoyed a traditional cream tea in Devon.”
VisitEngland Director Andrew Stokes added: “England’s coastal destinations are among our greatest tourism assets, offering world-class experiences, stunning landscapes and vibrant communities. Our ‘All on England’s Coast’ campaign shines a spotlight on the people, places and businesses that make our coastline so special, inspiring more people to book a break and support local economies.
“Every part of England’s coastline has its own story to tell, from spectacular walking trails and wildlife-rich landscapes to culture, heritage, food and adventure. Whether visitors are looking for a short escape or a longer holiday, there’s something to suit every taste and budget.
“As we head into autumn, there has never been a better time to discover somewhere new, support local tourism businesses and enjoy everything England’s coast has to offer.”
This first phase of the ‘All on England’s Coast’ advertising campaign will run across radio, podcasts, social media and digital channels, reaching audiences across England with inspiring content to drive bookings and visits this autumn and into winter. To view video content of the paid creative go to: All on England’s Coast
The campaign coastal clusters include the Classic Coast in the North West, offering nostalgic and easy short seaside breaks and the Historic Coast across the North East and Yorkshire, showcasing coastal heritage, maritime stories and dramatic walking routes.
VisitEngland is working with Local Visitor Economy Partnerships (LVEPs) in coastal destinations and tourism businesses to bring the campaign to life, targeting families and younger adults.
Tourism businesses, visitor attractions and destinations are encouraged to get involved and there is a dedicated section on VisitEngland’s website providing campaign assets and content that can be adapted to promote local destinations and experiences and shared on social media using the hashtag #AllOnTheCoast.
The latest activity forms part of VisitEngland’s wider focus on supporting coastal tourism in 2026 and follows its pilot campaign All on the North West Coast with Tripadvisor earlier this year, promoting domestic breaks to England’s North West coast, and an industry led activation in the run up to summer, ‘My Coast has the Most…’.
Tourism is one of England’s largest and most valuable industries, supporting more than two million jobs, sustaining hundreds of thousands of small and medium-sized businesses, and generating £127 billion annually for the economy.
The North West’s Classic Coast covers the Lancashire, Southport, Wirral and Cumbria coast. The North East and Yorkshire’s Historic Coast covers Northumberland, County Durham, Tees Valley, Yorkshire coast, Hull, North Tyneside, South Tyneside and Sunderland. Also featured are The South East’s Creative Coast, The East’s Nature Coast and the South West’s Outdoor Coast.
