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• Society and culture

New plan for tourism boards will make it easier for holiday makers to plan trips in England

New accreditation scheme for tourism boards will make it easier for holiday makers and visitors to plan trips to must-see destinations across England

• Government to provide £4 million to support regions to  bring in more visitors and investment to destinations all over the country, including those off the beaten track
• Tourism boards have successfully helped to deliver the Eden Project, UNESCO World Heritage Sites and contribute hundreds of millions of pounds to the economy every year

Tourism boards are to undergo a radical restructuring to make it easier for holiday makers and visitors to discover a wide range of English destinations, Tourism Minister Nigel Huddleston announced today.

The government wants a simpler structure where tourism boards, known as Destination Management Organisations (DMOs), are a one-stop shop for visitors to find all they need to know about a local area and will accredit the best tourist boards as the place to go for that information.

DMOs, such as Visit Cornwall, Marketing Manchester and Cumbria Tourism, have the power to drive investment for new attractions, bring in visitors from around the world and boost the local economy. DMOs are often used by tourists to plan trips, book accommodation and find local attractions.

However, last year’s independent review into DMOs, carried out by Chair of VisitEngland’s Advisory Board Nick de Bois, found that the landscape is over-crowded and fragmented. For example there are 46 DMOs of all shapes and sizes in the South-East alone, which makes it confusing for tourists planning breaks and businesses looking to invest.

To streamline DMOs, support the tourism sector and drive more local investment, DCMS will provide £4 million over the next three years to fund a new accreditation scheme, developed and administered by VisitEngland, for the highest performing DMOs.

This funding will also be used to create a pilot in one region of the country, giving one top-tier DMO or a group of local DMOs the opportunity and investment to restructure under a new model, to show the best their region has to offer.

This plan will make sure that tourists know where to go to find quality, trusted information, tailored to the local area. It will mean that a family holidaying in the Lake District, for example, will be able to easily find a high-quality campsite or hotel, good local food options, information on where the landscape is well-maintained and what range of local activities are on offer for their children from an expert DMO. With streamlined DMOs, it will be easier for tourists to know what is available when planning their breaks, and for local businesses to work together to provide an excellent tourism offer.

Tourism Minister Nigel Huddleston said:

Our brilliant tourism sector is vital to our levelling-up agenda. It creates jobs, helps drive local economies and promotes pride in place, making villages, towns and cities more attractive to visit, live and work in. This new scheme will show people where to visit and help them plan the best possible trip, supporting our tourism industry to be bigger and better than before.

At their best, DMOs can make a real difference to their local areas. Visit Cornwall, for example, helped to secure over £40 million investment for the Eden Project, which has welcomed more than 18 million visitors and generated £2 billion for the South West.

Marketing Manchester has generated almost £400 million a year for its local economy in visitor spend as well as promoting new international air routes, and Cumbria Tourism was instrumental in winning the coveted UNESCO World Heritage Status for the Lake District National Park.

Under the new accreditation scheme, DMOs will be renamed Local Visitor Economy Partnerships (LVEPs). The scheme will streamline the sector so holiday-makers and visitors can more easily understand what is on offer in a region and plan trips, and make sure local businesses can come together to successfully develop and market their local area as a must-see destination.

The scheme will also bring together local businesses with the local authority to successfully pitch for funding to develop the area’s visitor economy, and efficiently and compellingly market the area to visitors.

The accreditation scheme will run alongside the pilot of a tiering model in a region of England. This pilot will run over the next couple of years and will give one top tier partnership or a collection of partnerships (known as a Destination Development Partnership) funding and the opportunity to focus on activities that ensure their destination remains sustainable, competitive and responsive to challenges such as boosting skills, accessibility  and levelling up.

Tourism is vital to England’s economy. It contributed £72 billion to the UK in 2019, employs people across the country, delivers local economic growth and makes people feel proud of where they live.

VisitEngland Director Andrew Stokes said:

VisitEngland welcomes the Government’s response to the de Bois review of Destination Management Organisations in England and the opportunity to play our part in implementing the recommendations.

Destination Management Organisations are a vital part of England’s tourism landscape, connecting with local businesses and Government agencies to attract investment and visitors across the regions, boosting the visitor economy. We look forward to implementing the accreditation scheme and the Destination Development Partnership pilot, ensuring we have the right national and local infrastructure to enable England to continue to be a compelling destination for domestic and international visitors. This will also strengthen the case for future funding.

Malcolm Bell, Chief Executive, VisitCornwall, said:

Visit Cornwall would like to thank Nick De Bois and the team that undertook the review and we welcome this announcement. There has been a growing, and more recently, urgent need to ensure that the tourist board structure in England is fit for purpose for the challenges facing the visitor economy in the coming decades. It recognises past successes, but more importantly creates a clear structure of the proposed Local Visitor Economy Partnerships

These partnerships between the private and public sectors, will ensure coordinated domestic and overseas marketing, delivering increased productivity and improving  the quality of employment through tackling seasonality, capitalising on business tourism,  whilst making significant progress on net zero and regenerative tourism developments that are key for the future success of the sector.

Sheona Southern, Managing Director, Marketing  Manchester, said:

We have long recognised that there needs to be better connection between national policy and local delivery and we hope that this initiative will be the start of creating an effective tourism structure required to make England competitive globally and put tourism at the centre of local policy making.

Gill Haigh, Managing Director, Cumbria Tourism, said:

DMOs are the glue that bring together the huge array of parties in an area that make up its visitor economy. There has been overwhelming support for the outcomes of the De Bois review which really captured the opportunities to sustainably grow our visitor economy, as well as some of the barriers, but importantly offered Government a clear route forward.

Cumbria Tourism therefore welcomes the announcement from Government today that it intends to simplify and strengthen the structure and looks forward to hearing the finer detail and to ensure we can maximise our potential and work with DCMS, Visit England and partners locally to support sustainable visitor growth, investment and business support.

Notes to editors:

See the full response on gov.uk

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VisitBritain (VB) is the national tourism agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy. It works with UK Trade & Investment as well as airlines, travel operators, global brands and the official tourism bodies for London, England, Scotland and Wales, to grow the volume and value of inbound tourism across the nations and regions of Britain. It is the consumer, trade and media facing brand of inbound tourism.

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The New Anglia LEP Culture Board works collaboratively to build the cultural economy in the East. The Board provides a focus for decision-making and leadership regarding cultural issues, opportunities, strategies, programmes and projects.

The Board started in 2011 and has successfully developed and delivered a range of initiatives including Look Sideways East – building cultural tourism ( 2014-2021), StartEast – building the cultural economy (2016-2019) and Collaboration, Place Change – transforming leadership (2020-2022).

The New Anglia LEP Culture Board attracted significant investment from Arts Council England’s Cultural Destinations funding. This funding is to enable the Board to work in partnership with Visit East of England and other destination organisations in the region, to increase their reach, engagement and resilience through working with the tourism sector to encourage more staying visitors to the East of England. Closer working between the two sectors will contribute to the economic growth of the cultural and tourism visitor economies.

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VisitEngland partners with national tourist organisations to launch industry standard for UK tourism

The ‘We’re Good To Go’ industry standard and supporting mark means businesses can demonstrate that they are adhering to the respective Government and public health guidance, have carried out a COVID-19 risk assessment and checked that they have the required processes in place.

Tourism Minister Nigel Huddleston said :

“I want to encourage the public to experience a great British holiday this summer and be confident that they can do so safely.

“This new industry standard will show people that tourism businesses, destinations and attractions are adhering to the guidance. It puts safety first and is an important move in getting this industry back up and running.”

VisitEngland Director Patricia Yates said:

“With millions of jobs and local economies across the country reliant on tourism it is essential that businesses can get up and running as soon as the respective Government advice allows to capture the peak British summer season.

“We want visitors to be able to enjoy their holidays and to support businesses to be confident they have the correct procedures in place. Our priority is to make sure tourism rebounds to once again become one of the most successful sectors of the UK economy and this ‘ring of confidence’ is a crucial step on the industry’s road to rebuilding.”

To obtain the mark businesses must complete a self-assessment through the  online platform including a check-list confirming they have put the necessary processes in place, before receiving certification and the We’re Good To Go mark for display in their premises and online.

Businesses across the UK are assessed according to their respective national guidance including the social distancing and cleanliness protocols that must be in place. In England businesses align with the UK Government ’s official guidance for the sector including ‘Working Safely during COVID-19: Visitor Economy’. An ‘alert’ system ensures that businesses signed up to the standard are notified of any changes to the official guidance. A call-handling service provides support and assessors would also carry-out random spot-checks to ensure adherence.

The scheme has been developed in partnership with Tourism Northern Ireland, VisitScotland and Visit Wales to ensure a standard-led approach across the UK with input from more than 40 industry bodies including UKHospitality, the Association of Leading Visitor Attractions, the British Holiday & Home Parks Association, the British Beer and Pub Association and the National Caravan Council as well as destination management organisations across the country. The self-assessment includes specific guidelines for sectors including accommodation, visitor attractions, restaurants and pubs, business conference and events venues and tour and coach operators with signposting to further industry and trade association guidance as required.

The We’re Good To Go scheme is being operated by VisitEngland who has been running assessment schemes for many years.

Alongside the industry standard VisitEngland is also launching a Know Before You Go public information campaign to support tourism in England as businesses start to re-open, reassuring visitors as restrictions are lifted by checking about what it is safe to do and when and sign-posting to information about destinations and available services before travelling.

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You are here: Latest News > VisitEngland announces 15 Local Visitor Economy Partnerships

VisitEngland announces 15 Local Visitor Economy Partnerships

VisitEngland has today announced 12 destinations to gain Local Visitor Economy Partnership (LVEP) status, in addition to the three North East Destination Development Partnership (DDP) pilot LVEPs announced earlier this year.

Marketing Cheshire, Experience Oxfordshire, Cornwall and the Isles of Scilly, Visit Hull and East Yorkshire, Visit West, Marketing Manchester, Visit Peak District, Derbyshire and Derby, Visit Hertfordshire, Visit Kent, Liverpool City Region, Cumbria Tourism, and Birmingham, Solihull and the Black Country join the programme alongside the North East DDP pilot LVEPs NewcastleGateshead Initiative, Visit County Durham and Visit Northumberland.

Developed and administered by VisitEngland, the national portfolio of strategic and high-performing LVEPs support collaborative working locally and nationally on shared priorities and targets to grow the local visitor economy. The creation of LVEPs was part of  the UK Government’s response  to the recommendations of ‘ The de Bois Review: an independent review of DMOs in England ’, to reshape destination management across England, reducing fragmentation and bringing coherence to its DMO landscape.

VisitEngland Director Andrew Stokes said:

“VisitEngland is delighted to welcome the new LVEPs onto the programme, who will play a central role in transforming the visitor economy in England in an inclusive, accessible and sustainable way. Ensuring we have the right national and local infrastructure in place to grow our visitor economy will ensure England continues to be a compelling destination, for both domestic and international visitors, for years to come.”

“We look forward to working in collaboration with the LVEPs, providing ongoing support including a team of dedicated VisitEngland regional development leads. LVEPs will also have access to resources and guidance from VisitBritain/VisitEngland in areas including product distribution, business support, bidding for funding and marketing.”

VisitEngland will work closely with LVEPs during the set-up process and beyond, with ongoing support from a team of five new Regional Development Leads. As well as a nationally recognised official status, LVEPs will also be able to access expert advice, dedicated toolkits and training programmes, targeting their needs, from VisitBritain/VisitEngland in areas ranging from distribution, accessibility and sustainability to business support and marketing. An important strand of support will be highlighting available Government funding streams as well as developing and providing a ‘toolkit’ to help LVEPs with bids to those streams.

VisitEngland welcomed the first three LVEPs, NewcastleGateshead Initiative, Visit County Durham and Visit Northumberland, onto the programme earlier this year. They form the pilot Destination Development Partnership (DDP) in the North East of England, led by NewcastleGateshead Initiative,  first announced by the UK Government in November 2022 . The pilot is a valuable opportunity to prove the DDP concept and the impact the model can have on growing the visitor economy, strengthening the case for future funding.

VisitEngland has worked in close consultation with DMOs to develop the LVEP programme, holding a series of roundtables across England in autumn 2022 with more than 100 participants.

For more information about applying to the LVEP programme please see: https://www.visitbritain.org/local-visitor-economy-partnerships-lvep-programme

• For more information on the ‘The de Bois Review: an independent review of DMOs in England,’ see:  https://www.gov.uk/government/publications/independent-review-of-destination-management-organisations-dmos
• For more information on the UK Government’s response to the de Bois Review see:  https://www.gov.uk/government/publications/government-response-to-the-independent-review-of-destination-management-organisations-in-england
• For more information on the North East region DDP pilot see:  https://www.visitbritain.org/north-east-england-region-selected-destination-development-partnership-ddp-pilot

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Visit Britain relationships

VisitBritain is the organisation which oversees the marketing of the UK as a tourism destination and is funded by the UK government. The extract below gives some information about the organisation and its relationship with other tourism and non-tourism organisations.

Visit Britain

The British Tourist Authority (BTA) currently operates two distinct marketing bodies, VisitBritain (VB) and VisitEngland (VE) and both are funded by the Department for Culture, Media and Sport (DCMS) to promote Britain and England both overseas and at home as a tourist destination and to lead and co-ordinate the domestic marketing of England.

Both marketing bodies work in partnership with the national tourist boards of Northern Ireland, Scotland and Wales to promote an attractive image of Britain/England. The bodies provide impartial tourism information and gather essential market data and produce statistics for the UK tourism industry.

With dedicated staff in 23 offices around the globe, VisitBritain operates in 21 overseas markets. Our overseas offices work closely with British diplomatic and cultural staff, the local travel trade and media to stimulate interest in Britain as a tourist destination.

VisitEngland operates predominantly in the UK and is based in the same offices as VisitBritain in London.

In the UK both VE and VB have strategic partnerships with other organisations, such as the British Council, UK Trade & Investment (UKTI) and Foreign and Commonwealth Office, the British Incoming Tour Operators Association and the British Hospitality Association.

VisitBritain is the trading name for the British Tourist Authority (BTA) which has been in existence since the 1969 Development of Tourism Act, with VisitBritain in its current form standing since 2009 when responsibility for marketing England to the British was passed to VisitEngland.

GREAT Britain Campaign

VisitBritain has been running an ambitious four-year £100 [??] marketing programme, and a multi-million pound GREAT image campaign, working with Government and a vast range of partners, including UK Trade & Investment (UKTI), Foreign & Commonwealth Office (FCO), the British Council and the Department for Culture, Media & Sport (DCMS). 

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Having read the extract, answer the questions below.

Which government department funds VisitBritain?

Explain the different roles of VisitBritain and VisitEngland.

Name one national tourist board with which VisitBritain works in partnership.

Name two non-tourism organisations with which VisitBritain and VisitEngland have a strategic relationship.

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You are here: Home » News » VisitBritain partners with Airbnb to promote local tourism experiences

VisitBritain partners with Airbnb to promote local tourism experiences

Publish date: 27th Feb 19 27th Feb 19

VisitBritain / VisitEngland have partnered with Experiences on Airbnb to promote and broaden local tourism experiences, drive visitor growth and boost the economy.

The £500,000 match-funded partnership will work with businesses and destinations to promote local experiences to domestic and international visitors, and grow and broaden the range of experiences available. It is expected that the partnership will generate an additional 83,000 overnight stays in the UK.

Experiences on Airbnb offers visitors handcrafted activities, tours and educational workshops led by local experts, and can range from a trip to a hidden jazz club with a local musician in Peckham, to trekking with llamas in the North York Moors National Park. The platform also offers a route to market for British businesses to host their experiences and grow their revenue stream.

The partnership will also work with businesses and destinations to encourage more Brits to holiday at home, collaborating with tourism organisations in Scotland and Wales to promote local experiences such as traversing Tarmachan Ridge in Scotland or kayaking on the Pembrokeshire coast in Wales.

VisitBritain/VisitEngland Commercial Director Carol Dray said, “Our Experiences collaboration with Airbnb greatly amplifies our marketing reach and increases the range and depth of bookable tourism experiences locally, giving people more choice. We want to boost demand for travel right now, inspiring more young Brits to take ‘microgaps’ and be advocates for experience-based travel in Britain now and in the future, benefitting local businesses and boosting the economy.”

Hadi Moussa, Airbnb General Manager for Northern Europe said, “Britain has always been a hub of creativity and innovation, with many locals having diverse skills and unique talents that should be celebrated and shared. From young entrepreneurs to charities and small businesses, this new partnership will help open new streams of revenue for local businesses and destinations, while also promoting everything that Britain has to offer.”

A key focus of the partnership is to encourage more young Brits to take short breaks in the UK. Currently around half of UK domestic Experiences bookings on the Airbnb platform are made by 18 – 34 year olds, who are also the target for VisitEngland’s domestic campaign #MyMicroGap . Creative content in line with the campaign will run across Airbnb and VisitEngland’s online channel to drive traffic to bookable itineraries and experiences.

The partnership will also see a series of free regional workshops being held across the UK during March and April for destinations and local tourism experiences, entrepreneurs and charities. This will enable potential hosts to find out more about listing an Experience on Airbnb, designing an innovative Experience for visitors, and driving engagement on the platform through exciting visuals and compelling content.

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Seven new Local Visitor Economy Partnerships (LVEPs) announced 

Seven new local visitor economy partnerships (lveps) announced, visitengland has announced seven new destinations that have gained local visitor economy partnership (lvep) status..

The new LVEPs are

• London & Partners
• Cotswolds Plus
• Visit Isle of Wight
• Visit Worcestershire
• Coventry & Warwickshire, representing Shakespeare’s England & Destination Coventry
• South Yorkshire
• West Yorkshire

VisitEngland Director Andrew Stokes said:  

Local Visitor Economy Partnerships (LVEPs) are at the heart of transforming the visitor economy landscape in England and we are delighted to welcome the new LVEPs onto the programme. We look forward to continuing our close collaboration with these destinations as the LVEPs are established, providing ongoing support including a dedicated VisitEngland regional development lead.  Having the right national and local infrastructure in place to grow our visitor economy, in an inclusive, accessible and sustainable way, will ensure England continues to be a compelling destination for both domestic and international visitors.

The LVEPs announced today will work closely with VisitEngland with ongoing support from a team of Regional Development Leads. In addition,LVEPs will be able to access expert advice, dedicated toolkits and training programmes from VisitBritain/VisitEngland in areas ranging from commercialisation, distribution, accessibility and sustainability to business support and marketing.

Protecting and growing the local visitor economy is an active and valued contributor to ‘Levelling Up’ and the wider economy. LVEPs will contribute to this by providing strong leadership and management of their destinations working closely with the public and private sectors.

Published 01 September 2023

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1b) Links to other websites from VisitEngland.com

We link to websites we feel will be most relevant for our users to continue their journey.

We want our users to be inspired on our website and then able to explore more about any experience they read about. We also want them to be able to find other things to do and places to stay within the area of that experience and link to the websites we feel are the best to deliver that content.

We also list some accommodation agencies that will fulfil our users' needs if they are looking to research accommodation in England.

If you feel your website would be relevant to our users please email us with the following details;

Your website URL The purpose of your website and reason you feel our users will benefit from it The page from which you feel we should link to your website from

For both requests please email us at: [email protected]

**Please note that we will disregard any request that doesn’t have the information that we have requested above. We also don’t want to participate in any link exchanges.**

1c) Being featured on our website

Unfortunately, we are unable to manage single requests from businesses to be featured on our website.

Our local destination organisations directly feed content through to us relative to our ongoing National content plan. This is a non-paid for opportunity. Please find your local destination organisation here

Technical issues with site

To register problems you have experienced on the website please email: [email protected]

Requests for brochures and printed material

Unfortunately we cannot provide brochures or printed material.

Accommodation quality queries

We hope that you enjoy your stay or visit, however if you have experienced problems when visiting an attraction within the VisitEngland Visitor Attraction Quality Scheme, or whilst staying in accommodation in the VisitEngland National Quality Assessment Scheme, make your complaint to the management immediately, allowing them the opportunity to put things right.

If the accommodation or attraction is star rated by VisitEngland or AA, and you wish to report a disappointing experience or an experience which exceeded your expectations, please use the following contact details:

For VisitEngland star rated accommodation

VisitEngland Assessment Services

Grove House

Lutyens Close

Basingstoke

T: 01256 338350

E: [email protected]

For AA star rated accommodation

AA Hotel Services

T: 01256 844455

E: [email protected]

If the accommodation is not officially star rated by VisitEngland or the AA, unfortunately we cannot help. However, you can find further advice and information on how to resolve your complaint on the Advice Guide website.

For VisitEngland quality assessed attractions

VisitEngland

Visitor Attraction Quality Scheme

4th Floor, Victoria Square House

Victoria Square

E: [email protected]

Interested in partnering with VisitEngland?

Please speak to our marketing partnerships team for more information on partnership opportunities with VisitEngland, view all details here

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VisitEngland partners with national tourist organisations to launch industry standard for UK tourism

The ‘We’re Good To Go’ industry standard and supporting mark means businesses can demonstrate that they are adhering to the respective Government and public health guidance, have carried out a COVID-19 risk assessment and checked that they have the required processes in place.

VisitEngland in partnership with the national tourist organisations of Northern Ireland, Scotland and Wales has today launched a UK-wide industry standard and consumer mark to provide a ‘ring of confidence’ for tourism as the sector works towards reopening.

The ‘ We’re Good To Go ’ industry standard and supporting mark means businesses can demonstrate that they are adhering to the respective Government and public health guidance, have carried out a COVID-19 risk assessment and checked that they have the required processes in place.

The scheme is free to join and open to all businesses across the industry.

Tourism Minister Nigel Huddleston said: "I want to encourage the public to experience a great British holiday this summer and be confident that they can do so safely.

"This new industry standard will show people that tourism businesses, destinations and attractions are adhering to the guidance. It puts safety first and is an important move in getting this industry back up and running."

VisitEngland Director Patricia Yates said: “ With millions of jobs and local economies across the country reliant on tourism it is essential that businesses can get up and running as soon as the respective Government advice allows to capture the peak British summer season.

“We want visitors to be able to enjoy their holidays and to support businesses to be confident they have the correct procedures in place. Our priority is to make sure tourism rebounds to once again become one of the most successful sectors of the UK economy and this ‘ring of confidence’ is a crucial step on the industry’s road to rebuilding.”

To obtain the mark businesses must complete a self-assessment through the online platform including a check-list confirming they have put the necessary processes in place, before receiving certification and the We’re Good To Go mark for display in their premises and online.

Businesses across the UK are assessed according to their respective national guidance including the social distancing and cleanliness protocols that must be in place. In England businesses align with the UK Government’s official guidance for the sector including ‘Working Safely during COVID-19: Visitor Economy’. An ‘alert’ system ensures that businesses signed up to the standard are notified of any changes to the official guidance. A call-handling service provides support and assessors would also carry-out random spot-checks to ensure adherence.

Τhe scheme has been developed in partnership with Tourism Northern Ireland, VisitScotland and Visit Wales to ensure a standard-led approach across the UK with input from more than 40 industry bodies including UKHospitality, the Association of Leading Visitor Attractions, the British Holiday & Home Parks Association, the British Beer and Pub Association and the National Caravan Council as well as destination management organisations across the country. The self-assessment includes specific guidelines for sectors including accommodation, visitor attractions, restaurants and pubs, business conference and events venues and tour and coach operators with signposting to further industry and trade association guidance as required. 

The We’re Good To Go scheme is being operated by VisitEngland who has been running assessment schemes for many years. 

Alongside the industry standard VisitEngland is also launching a Know Before You Go public information campaign to support tourism in England as businesses start to re-open, reassuring visitors as restrictions are lifted by checking about what it is safe to do and when and sign-posting to information about destinations and available services before travelling.

Tatiana Rokou

Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.

She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.

• Tatiana Rokou https://www.traveldailynews.com/author/tatiana-rokou/ Green destinations: European Green Pioneer of Smart Tourism 2025 competition now open for applications
• Tatiana Rokou https://www.traveldailynews.com/author/tatiana-rokou/ New strategic partnership at Edinburgh Airport
• Tatiana Rokou https://www.traveldailynews.com/author/tatiana-rokou/ Grace Hotel, Auberge Resorts Collection appoints new General Manager, George Georgousis
• Tatiana Rokou https://www.traveldailynews.com/author/tatiana-rokou/ Jazeera Airways contracts Intelligent Management Solutions

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Visitengland announces tourism superstar 2024 finalists.

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VisitEngland has today 18 January revealed the 10 superstars to make the shortlist of its annual search to find the unsung hero of England’s tourism industry.

VisitEngland’s Tourism Superstar competition, now in its 12 th  year, seeks out champions currently working in tourism who provide unforgettable visitor experiences, as well as showcasing the variety and quality of England’s tourism offer and destinations.

The 10 finalists were selected out of dozens of submissions from employers and destinations across England covering all areas of tourism. The finalists now go on to compete for the title of Tourism Superstar, decided by a public vote this year run on VisitEngland’s website.

VisitEngland Director Andrew Stokes said:

“We have the most wonderful people working in our industry and Tourism Superstar is about recognising those individuals who go the extra mile to make visitor experiences truly special. Whether discovering a city from its waterways, exploring a destination led by volunteers, running a cycle hire non-profit or showcasing culinary delights with food tours, these individuals truly go above and beyond in their roles as tourism ambassadors. 

“I congratulate the 10 finalists and wish them every success in the competition, though of course they are all superstars already. I also encourage everyone to get involved and cast their votes once the competition opens.”

VistEngland’s Tourism Superstar 2024 finalists are:

• Emily Williamson, Pub Tours Ltd, Peak District 
• Field Sport UK, Leicestershire
• Sue & Ian Rainford, Brickhouse Farm Cottages, Lancashire
• Pete Chambers, The Coventry Music Museum
• Lily-Rose Sheppard, Paddlesport Guide, Roundhouse Birmingham
• Isle of Wight Ramblers: David Howarth, David Yates and Linda Jones
• Liam White, Animal Manager, Fairytale Farm, Chipping Norton
• Robert Dennis Brown, Dalby Forest Cycle Hub, North York Moors National Park
• Bury St Edmunds Tour Guides
• Amy Whitfield Triple A Food Tours, North East of England

The public will be able to vote for their favourite superstar on VisitEngland’s website from mid-February when the competition officially opens. Short films of all the finalists, carrying out their duties in their tourism roles, promoting their local destinations will, be shown on VisitEngland’s website to support with voting. Voting closes at the end of English Tourism Week (ETW). ETW takes place from 15-24 March 2024. 

The superstar with the highest number of votes is crowned winner at the end of the competition with the Tourism Superstar award handed out in spring at the VisitEngland Awards for Excellence event. 

For more information on VisitEngland’s Tourism Superstar 2024 finalists go to:  https://www.visitbritain.org/working-us/visitenglands-tourism-superstar…

Tourism is one of England’s largest and most valuable industries, supporting hundreds of thousands of small-to-medium sized businesses, employing 2.6 million people and, in 2022, generating £66 billion for the economy in domestic visitor spending.

Charlotte Sanders

Senior Press Officer, London, UK

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