VISITENGLAND ANNOUNCES NEW MARKETING CAMPAIGN TO DEVELOP AND PROMOTE ACCESSIBLE TOURISM

2012-12-11 — /travelprnews.com/ — VisitEngland today unveiled plans for a national marketing campaign to promote accessible tourism in England next year. The national tourist board will work with five destinations to develop exciting itineraries with top class accommodation and attractions that provide a warm welcome for all visitors including those with access needs.  The campaign, a first of its kind, will be promoted through marketing activity starting in late Summer 2013, and is designed to highlight the fantastic tourism experiences on offer to all across the country.

VisitEngland will work with Leicester Shire Promotions, Visit Brighton, NewcastleGateshead Initiative, Bath Tourism Plus and Chester & Cheshire to identify tourism businesses in their area that provide particularly excellent levels of service to visitors with access needs – such as those with hearing and visual impairments, wheelchair users, older and less mobile people and people with pushchairs.

The national tourist board will then work with the destinations and businesses to ensure that they all meet the same high standard of accessibility, focussing on key issues such as customer service and visitor information. This will incorporate a number of VisitEngland’s tools and resources, such as Access Statements and online disability awareness training.

The campaign is funded by £100,000 from the Government’s Regional Growth Fund (RGF) plus contributions from partners. It will provide a cost-effective opportunity for English destinations to showcase their accessible tourism businesses and attract more visits from disabled travellers and their companions; a sector worth almost £2billion a year to the domestic tourism industry*.

Paralympic Medallist and TV Presenter, Ade Adepitan, commented:
“VisitEngland’s accessible tourism campaign is a fantastic example of Paralympic legacy.  Promoting destinations in England which are easily accessible and cater to the needs of disabled visitors should inspire all of us to take a break here at home, with the peace of mind that our specific needs will be met so that we can enjoy our holidays to the full.”

James Berresford, VisitEngland’s Chief Executive, commented:
“The RGF money is a huge boost for accessible tourism in England; these new itineraries will showcase the best this country has to offer to all visitors, regardless of disability. We know that accessible tourism in England is worth almost £2billion, and we want to harness this growing, high-value market to become internationally recognised as a leading destination for people with access needs.”

This marketing activity is phase two of a three-year investment project called ‘Growing Tourism Locally’.  Funded by £19.8million from the RGF, the project aims to generate £365million in additional tourism spend over the three year period and inspire more Britons to take more holidays at home.  The project should help to stimulate employment to grow jobs in the tourism sector by 9,100 over the three years.

The total investment of the three-year campaign will be approximately £41m including £19.8m from the Regional Growth Fund, £9m from VisitEngland, £12m leveraged from the national and local tourism sector.

Ends

For more information contact:
Sarah Long, Head of Corporate Communications
Tel: 020 7578 1452,
Mob: 07500555651
Email: sarah.long@visitengland.org
Website: www.visitengland.org

Notes to Editors
*In 2009, 11% of all domestic trips included someone with a health condition or impairment – a total of 11.28 million trips worth £1.9 billion (Great Britain Tourism Survey, 2009).

VisitEngland provides a number of tools and resources to help tourism operators accommodate people with access needs, available at www.visitengland.org/access – including:
• Access Statements – A free online tool allowing businesses to create a description of their premises, to inform people with access needs.
• Online Disability Awareness Training – this online course was developed in partnership with DisabledGO, and is designed to help tourism businesses deliver a warm welcome and excellent service to disabled customers.

VisitEngland also provides tourism information for people with physical and sensory needs at www.visitengland.com/accessforall

About VisitEngland
• VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors
• Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on www.visitengland.org/insight-statistics
• For corporate information see www.visitengland.org and for consumer information see www.visitengland.com

About the Regional Growth Fund
• The Regional Growth Fund (RGF) is a £2.6 billion fund operating across England from 2011 to 2016.  It supports projects and programmes that lever private sector investment to create economic growth and sustainable employment. The first three rounds allocated £2.4 billion which will generate over £13 billion of private sector investment and create or safeguard over 500,000 jobs.

 

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