DEPARTMENT FOR
CULTURE, MEDIA AND SPORT News Release (93\2007) issued by The
Government News Network on 14 August 2007
A one million
pound cash boost to support rural tourism in England was announced
today by Culture Secretary James Purnell. He confirmed the funding
at a meeting of tourism chiefs in London.
£750,000 will be given to the national tourism agency,
VisitBritain, to promote rural destinations and visitor
attractions which are vital to the economic health of local
communities. The package, supplemented by £250,000 from
VisitBritain's existing budgets, will fund a targeted
marketing campaign for the regions of England and businesses such
as B&Bs, caravan parks and attractions. The campaign will
begin this weekend.
Mr Purnell is today visiting the Courtyard Theatre, home of the
Royal Shakespeare Company (RSC) in Stratford-upon-Avon, and Hatton
World Farm Village. These two popular Warwickshire destinations
demonstrate the range of first-rate entertainment on offer for
visitors, both local and international.
James Purnell said:
"Britain is open for business. Right across the UK there are
fantastic cultural and tourist attractions putting on high quality events.
"This £1,000,000 cash injection from Government and
VisitBritain will help promote England's many great
destinations. I want to remind people across the country of the
wealth of world class cultural and leisure opportunities on our
doorsteps. You don't need to go far to have a great day out.
And we'll be making sure that overseas visitors are reminded
just how much there is to do in Britain.
"The RSC is one of the finest cultural institutions in the
world, and makes a major economic as well as artistic
contribution. It attracts visitors from all over the world. And
Hatton World is a fine example of how farming and tourism are now
intrinsically linked. Half way through the school holidays, what
better time to get out and make the most of the great
opportunities on our doorsteps?"
Tom Wright, chief executive of VisitBritain, said:
"Government commitment to additional marketing funds comes
at an opportune time for England and particularly rural
destinations. It enables us to implement high profile activities
on a larger scale and remind potential visitors of the appeals of
a rural escape and that our tourism businesses remain open for business."
Notes to editors
1. Tourism is the UK's fifth largest industry, worth £85
billion to the economy and employing around 2 million people
directly and indirectly.
2. VisitBritain will develop a programme to support rural
tourism, which will include:
* Increasing VisitBritain's investment in rural marketing
campaigns, widening opportunities for affected regions and
businesses to participate at little to no cost. In particular,
using the Rural Escapes campaign brochures and e-marketing to
drive additional domestic visitors to the countryside and the
Family Fun campaign to support domestic travel during the school holidays.
* A national media campaign to drive awareness of domestic
destinations. In addition to print advertising and broadcast PR
activity, TV advertising will be brought forward while the launch
of Britain's Favourite View on prime-time national television
is also helping inspire day trips and longer holidays throughout
the English landscape.
* Providing regularly updated, authoritative, reliable and
inspirational information on a range of tourism experiences on
EnjoyEngland.com and VisitBritain.com, co-ordinating messages on
the websites of tourism associations, transport and tour
operators, attractions and accommodation providers. Banner
advertising and search engine optimisation to direct consumers and
casual enquirers to this resource.
* Activity to raise awareness of Tourism Information Centres as
sources of up-to-date local and regional information.
Public enquiries 020 7211 6020
http://www.culture.gov.uk
2-4 Cockspur Street
London SW1Y 5DH
http://www.culture.gov.uk