The UK is set to benefit from a £1.35 million funding boost over the next year aimed at enhancing the visitor economies of the North East and West Midlands, attracting more tourists and investment. Announced during English Tourism Week, this funding is aligned with the government’s goal of welcoming 50 million international visitors annually by 2030, as part of the Plan for Change.

Tourism contributes £58 billion to the UK economy and supports millions of jobs nationwide. For continued growth, it is essential for all components of the sector—transportation, accommodation, cultural events, and sporting activities—to work in harmony.

To facilitate this, the government has focused on improving destination management across the country, making it easier for regions outside of London to attract longer stays and higher spending from visitors, which in turn brings additional investment to these areas. As part of this strategy, two regional pilot programs—Destination Development Partnerships (DDPs)—have been launched in the North East and West Midlands to enhance these regions’ appeal as tourist destinations.

These pilot programs have shown how a coordinated regional approach can positively impact the visitor economy by attracting investment in attractions, hotels, and transport infrastructure. By focusing on improving visitor experiences, including dining, shopping, and accommodation, these initiatives have helped generate new job opportunities and raise the profile of these regions as standalone tourist destinations.

To further this progress, the government is extending funding for these initiatives with an additional £1.35 million for another year. This extension will allow the pilots to continue testing and refining regional strategies aimed at boosting visitor numbers, increasing spending, and creating more employment opportunities.

The DDP program also serves to enhance destinations for domestic travelers, alongside international visitors. Since the program’s launch in 2022, the North East has seen 11 new attractions open, with a combined investment value of £13 million, as well as 60 new bars and restaurants. These developments have been supported by essential data that boosted investor confidence and contributed to the scaling of these investments.

In the West Midlands, the visitor economy has seen a 15% growth, reaching £16.3 billion, with nearly 144,000 tourism-related jobs created. By September 2024, the region’s DDP pilot had generated £10 million from business conferences and an additional £4 million from major sporting events.

The £1.35 million funding boost marks an important step in strengthening the UK’s tourism sector, promoting regional growth, and making the country an even more attractive destination for both international and domestic visitors.

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