A major new tourism route, the Great West Way, is to be built between London and Bristol.
VisitEngland is contributing £1 million from the Discover England Fund to develop the 125-mile route. This investment will be 40% match-funded by VisitWiltshire and partners.
The major investment will develop a new touring route and link a package of tailored experiences, including destinations, accommodation, attractions and transport.
VisitEngland chief executive Sally Balcombe said: "This commitment to fund the ‘Great West Way’ is the first of a number of major investments that will enhance England’s tourism offer.
"Together, the successful Discover England Fund projects will boost international and domestic visitor growth, creating a step-change in the industry and spreading the economic benefits of tourism across the country."
Also announced today is funding for three smaller-scale one-year projects of up to £250,000. These are 20% match-funded.
The projects are:
Royal Racecourses – The Sport of Kings. Cheshire West and Chester Council are creating experience-led itineraries for visitors from China and the Middle East, incorporating world-famous race-courses (Ascot, Newmarket, York and Chester) with luxury accommodation offers, in heritage locations.
Contiki – ‘Limited Access’
Contiki is developing new packages for 18-35 year olds targeting visitors from Asia, Australia, Canada, Europe, New Zealand and South Africa. These will include iconic landmarks, heritage locations and accommodation.
‘Creating English City Food Hubs’
Destination Bristol is trialling an urban ‘food and drink hub’ concept to promote the area’s growing reputation as a destination for produce. The template will be rolled out to other urban areas.
The three-year £40million Discover England Fund, which runs from 2016-19, is designed to improve England’s competitive tourism offer.
Today’s bids follow 20 pilot projects announced last year.
