VisitEngland has launched the latest phase of its nationwide “All on the Coast” campaign, stepping up efforts to encourage more domestic travelers to choose England’s coastline for summer getaways and short breaks.
The new activation, “My Coast Has the Most…”, builds on the success of an earlier pilot campaign in northwest England and aims to showcase the diversity of experiences available across the country’s seaside destinations.
Running from June 29 through July 5, the initiative is designed to inspire travelers ahead of the peak summer vacation season while generating long-term interest in England’s coastal communities.
The campaign marks the next stage of VisitEngland’s broader strategy to rebuild demand for coastal tourism and strengthen the profile of seaside destinations following changing travel trends in recent years.
The latest campaign places local communities, tourism businesses and destination partners at the center of the storytelling.
It also highlights a wave of new coastal experiences, waterside escapes and seaside events offering fresh inspiration for a staycation. From new lidos, wellness launches and family attractions to vibrant seafood festivals, restaurant openings and scenic walking routes, Visit England shows that they are plenty of ways to enjoy the country’s coastline during the summer months.
Tourism organizations, attractions, hotels, vacation rentals, restaurants and hospitality businesses are being encouraged to create and share short social media videos highlighting what makes their stretch of coastline unique. Local governments, mayors, Members of Parliament, community groups and residents are also being invited to participate.
By combining hundreds of locally produced stories, VisitEngland hopes to create a nationwide showcase celebrating the variety of England’s coastal experiences, from iconic seaside resorts to lesser-known destinations.
Local voices drive coastal storytelling
The campaign focuses on three key themes designed to capture the breadth of England’s coastal tourism offering.
The first, Places to Be Proud Of, encourages participants to spotlight hidden gems, scenic beaches, local food and drink, visitor attractions and affordable, accessible destinations that may not yet be on travelers’ radar.
The second theme, Stories to Be Proud Of, highlights the rich heritage, culture and traditions that distinguish each coastal community. Organizers hope local history, maritime heritage and unique regional identities will help inspire visitors looking for authentic experiences.
The third, People to Be Proud Of, recognizes the individuals who give England’s coastal destinations their distinctive character, including hospitality workers, tourism operators, local artisans, fishermen, creators and community leaders.
VisitEngland will also produce its own digital content while sharing standout submissions across its national social media channels to extend the campaign’s reach and promote the diversity of England’s coastline.
The summer activation also lays the groundwork for a larger tourism marketing initiative later this year.
VisitEngland plans to launch a $2.7 million (£2 million) coastal marketing campaign in fall 2026 in partnership with a commercial travel company. That campaign will focus on increasing bookings during the shoulder season, encouraging travelers to visit England’s seaside destinations beyond the traditional summer months.
Together, the two campaigns are intended to reinforce England’s coastline as a year-round vacation option, supporting local tourism businesses while encouraging domestic travelers to rediscover the country’s beaches, seaside towns and coastal communities.
