VisitEngland has today, 15 April, announced the finalists for the tourism industry’s national Awards for Excellence.   The VisitEngland Awards for Excellence have been championing the best in England’s tourism industry for more than 35 years and celebrate quality, innovation, best practice and exceptional customer service.  Finalists represent the very highest standards across accessibility, accommodation, attractions, experiences, food and drink, and business events, showcasing the strength and diversity of English tourism.   VisitEngland Director Andrew Stokes said:   “These awards honour the very best businesses and individuals in tourism, who are the driving force in an industry that delivers growth to local economies across England. I thank them for their dedicated service, congratulate them on achieving finalist status and wish them every success.”   The 53 finalists, selected following a rigorous judging process by handpicked tourism industry experts, will now go on to compete in 16 core categories at this year’s awards. There will also be three special awards, including the ‘Outstanding Contribution to Tourism Award’, the ‘Travel Content Award’ and the ‘Tourism Superstar Award’.   This VisitEngland Awards for Excellence worked in collaboration with 21 local competitions across England with 369 winners automatically put forward for national recognition.   VisitEngland is inviting everyone to be a part of the celebration at Aerospace Bristol, under the wings of Concorde Alpha Foxtrot, the supersonic passenger jet, on 3 June where Gold, Silver and Bronze winners will be announced at the black tie event.  Tickets are on sale with an early bird rate for the first 100 people to book their seat at the table. To buy tickets go to: https://buytickets.at/visitenglandawardsforexcellence/2089275(opens in a new tab)   The Family Holiday Charity is the chosen charity for this year’s event.   Tourism is one of England’s largest, most valuable industries - supporting hundreds of thousands of small-to-medium sized businesses, more than two million jobs and worth £127 billion to the economy in England.   VisitEngland Awards for Excellence 2026 finalists: Accessible & Inclusive Tourism Award: Hoe Grange Holidays, Peak District, Derbyshire Nottingham Playhouse, Nottingham Attwell Farm Park, Worcestershire B&B and Guest House of the Year: Holly Lodge Boutique Bed & Breakfast, Norfolk One Drake Road and Apartments, Devon MonkBridge House, York Business Events Venue of the Year: The Catalyst, Newcastle Nottingham Venues, Nottingham Warwick Conferences, Warwick Camping, Glamping and Holiday Park of the Year: Clawford Lakes Resort and Spa, Devon Kaya at Blackhill Farm Ltd, Herefordshire Bredon View Glamping Retreats, Worcestershire Experience of the Year: Make Your Own Distilled Spirit, Shed One Distillery, Cumbria Blacksmithing Experience Days, Oldfield Forge Ltd, Herefordshire The Wizard Walk of York, York International Tourism Award: The Beatles Story, Liverpool Kents Cavern Prehistoric Caves, Devon Castle Howard, York Large Hotel of the Year: The Grand Brighton, Brighton Watergate Bay Hotel, Cornwall Bovey Castle, Devon Large Visitor Attraction of the Year: Bletchley Park, Buckinghamshire Jimmy's Farm & Wildlife Park, Suffolk Attwell Farm Park, Worcestershire New Tourism Business of the Year: Flora and Fauna Exmoor, Exmoor The Story of Emily, Cornwall One Acre Wood, Herefordshire Pub of the Year: The Tollemache Arms, Northamptonshire The Kirkstyle Inn and Sportsman's Rest, Northumberland The Tickled Trout, Barlow, Derbyshire Regenerative Tourism Award: Eight at Gazegill by Doug Crampton, Lancashire Gladwins Farm - Self Catering Holiday Cottages, Suffolk Edgbaston Park Hotel and Conference Centre, Birmingham Self-Catering Accommodation of the Year: Cedar Hollow @ The Oaks, Oxfordshire Bosinver Farm Cottages, Cornwall Rowley Farm Holidays, Worcestershire Small Hotel of the Year: Farlam Hall Hotel & Restaurant, Cumbria The Tempus, Northumberland Peak Edge Hotel, Derbyshire Small Visitor Attraction of the Year: Ad Gefrin Anglo-Saxon Museum & Whisky Distillery, Northumberland National Justice Museum, Nottinghamshire Morgan Experience, Worcestershire Taste of England Award: Eight at Gazegill by Doug Crampton, Lancashire Blackfriars, Newcastle Carriages Restaurant, Herefordshire Unsung Hero Award: Jayne Chapman - Tatton Park, Cheshire Andy Black - Horses and Ponies Protection Association, Lancashire Viv Smith - National Stone Centre, Derbyshire Travel Content Award: Rhiannon Batten, The Guardian – 'From farms to fork: a food-lover’s cycle tour of Herefordshire' Emily-Ann Elliott, The i Paper – : 'North Yorkshire’s spa holidays are still the best – and cost less than £225'

Chris Leadbeater, The Telegraph - 'This charming Herefordshire town is the real star of Hamnet'

  VisitEngland has today, 9 April, announced that this year’s VisitEngland Awards for Excellence will be held at Aerospace Bristol, under the wings of Concorde Alpha Foxtrot, the supersonic passenger jet, on 3 June.   Finalists from 21 local competitions will win Gold, Silver or Bronze at VisitEngland’s 36th annual awards across 16 core categories. Award categories range from ‘Small Hotel of the Year’ to ‘Large Visitor Attraction of the Year’ and from the ‘Accessible and Inclusive Tourism Award’ to ‘New Tourism Business of the Year’.   VisitEngland Director Andrew Stokes said:   “We are delighted that this year’s ceremony is in Bristol, home of the iconic Concorde Alpha Foxtrot jet, and a destination globally renowned for its innovation and artistic creativity.   “The VisitEngland Awards for Excellence recognise the very best of tourism in England, showcasing our industry's outstanding welcome, dedicated staff and the world class experiences on offer. I am especially pleased that we have had a record number of entries to our local competitions this year.”     Kathryn Davies CEO of Visit West said:   “We are thrilled that the VisitEngland Awards for Excellence are coming to the Bristol region for the first time.  We can’t wait to welcome the best of England’s tourism offer for a night of celebration under the wings of Concorde highlighting excellence and innovation in the industry.”   There were 1847 applications from the 21 aligned local competitions with the winners then automatically entered into the national awards.   In the lead up to the awards, VisitEngland will announce the three finalists for each category who will go on to gain Gold, Silver or Bronze at the event in June.   In addition to the 16 core categories, special awards are also being presented including the ‘Travel Content Award’ and the ‘Tourism Superstar Award’.   VisitEngland is inviting everyone to be a part of the celebration with tickets on sale for the event and an early bird rate for the first 100 people to book their seat at the table. To buy tickets go to: https://buytickets.at/visitenglandawardsforexcellence/2089275   The Family Holiday Charity is the chosen charity for this year’s event.   Tourism is one of England’s largest, most valuable industries - supporting hundreds of thousands of small-to-medium sized businesses, more than two million jobs and worth £127 billion to the economy in England.   Core Categories:   

• Accessible and Inclusive Tourism Award
• B&B and Guest House of the Year
• Business Events Venue of the Year
• Camping, Glamping and Holiday Park of the Year
• Experience of the Year
• Small Hotel of the Year
• Large Hotel of the Year
• International Tourism Award
• New Tourism Business of the Year
• Pub of the Year
• Regenerative Tourism Award
• Self-Catering Accommodation of the Year
• Taste of England Award
• Unsung Hero Award
• Small Visitor Attraction of the Year
• Large Visitor Attraction of the Year

  The 21 local and regional competitions aligned with the VisitEngland Awards for Excellence 2026 are:   

• Beautiful South Awards for Excellence
• Bristol, Bath, Somerset & Gloucestershire Tourism Awards
• Cornwall Tourism Awards
• Devon Tourism Awards
• Dorset Tourism Awards
• Cumbria Tourism Awards
• Discover Northamptonshire Tourism Awards
• Marketing Lancashire Tourism Awards
• Leicestershire Promotions Tourism Awards
• Liverpool City Region Tourism Awards
• Marketing Cheshire Tourism Awards
• Norfolk and Suffolk Tourism Awards
• North East England Tourism Awards
• Peak District & Derbyshire Tourism Awards
• Remarkable East Yorkshire Tourism Awards (REYTAs)
• Staffordshire & Stoke-on-Trent Tourism Awards
• Visit Herefordshire Tourism Awards
• Visit Nottinghamshire Awards
• Visit Worcestershire Tourism Awards
• Visit York Tourism Awards
• West Midlands Tourism Awards

This Easter will bring a £4.8 billion boost to the economy as millions plan UK staycations. According to VisitEngland’s Easter 'Trip-Tracker' survey, around 12.5 million Brits are planning an overnight holiday trip in the UK for the Easter weekend. That compares to an estimated 7.4 million jetting abroad this Easter. The figures are up on last year’s Easter Trip-Tracker when 10.6 million Brits had planned an overnight stay in the UK for Easter. It says a further 5.1 million people remain undecided about whether to take an overnight holiday trip during the Easter weekend, due to affordability or weather concerns. Tourism Minister Stephanie Peacock said: “It is wonderful that so many people are planning an Easter staycation. Supporting domestic tourism helps local areas thrive, fuelling small businesses and strengthening community economies.” VisitEngland Chief Executive Patricia Yates added: “Tourism businesses and destinations will be looking to the critical Easter weekend for much needed cash flow so it’s encouraging to see so many of us are planning a holiday at home.” The majority of those planning an overnight domestic trip will take a short break of one-to-three nights. Tourism is worth £147 billion annually to the UK economy, equating to 5% of GDP.

VisitEngland has announced the winner of its Tourism Superstar 2026 competition. Mick Hurst from Worcestershire’s Battle of Evesham historical events and re-enactments took this year’s crown. Hull and East Yorkshire Volunteers takes second place with third going to Jimmy Nicol, volunteer guide at Raby Castle in County Durham. VisitEngland Director Andrew Stokes said: “Every year, VisitEngland’s Tourism Superstar competition uncovers the individuals and teams working in our industry who go out of their way to make visitors experience something extra special.’ “As founder of the Battle of Evesham Festival, Mick brings Worcestershire’s rich history to life, attracting thousands of visitors each year.” This year’s Tourism Superstar competition ran from 9 February until the end of English Tourism Week on 22 March, with the public voting for their favourite amongst 10 finalists. VisitEngland’s Tourism Superstar search in 2026 saw the highest number of votes ever cast at more than 20,000, which is up about 10% on last year’s competition. Mick Hurst will be presented with his Tourism Superstar award at the VisitEngland Awards for Excellence 2026 event to be held this summer. Tourism is one of England’s largest industries, supporting more than two million jobs and worth £127 billion to the English economy.

  VisitEngland is celebrating the importance of the tourism industry with this year’s English Tourism Week from 13-22 March.   The annual celebration puts tourism centre stage with the public, destinations, businesses and visitor attractions encouraged to get involved.   English Tourism Week sees the industry come together to highlight tourism’s importance to local communities and economies and promote the innovation, quality and range of products and services on offer to boost domestic breaks. This year’s campaign, co-ordinated by VisitEngland, is using the strapline ‘Local Stories National Growth’ to celebrate the people, places, businesses, attractions, experiences and destinations at the heart of England’s tourism sector.   Minister for Tourism Stephanie Peacock MP said:   “English Tourism Week is a celebration of our vibrant and diverse tourism sector. It plays a vital role in our national economic landscape - supporting jobs, driving investment, and sustaining communities across the country.   “This Government has an ambition to attract 50 million visitors a year by 2030, and English Tourism Week is the perfect opportunity to showcase our exceptional domestic offer. From independent guesthouses in Cornwall and vineyard tours in Kent to heritage railways in North Yorkshire and the seaside resorts of the North West, these landmarks give our destinations their distinctive character. Without them, we would lose the very heart and soul of our tourism offer.   “We want to recognise the small businesses that form the backbone of the visitor economy. By encouraging people to discover the incredible places on offer closer to home, we can support local livelihoods and ensure our tourism sector continues to thrive for generations to come."   VisitEngland Director Andrew Stokes said:   “English Tourism Week is all about shining the spotlight on our outstanding tourism offer and with spring on the horizon, now is the perfect time to get out exploring our stunning countryside, vibrant cities and coastal gems.   “Tourism is a powerhouse industry that delivers billions for the economy, supports millions of jobs and boosts communities locally. We also know that the picture remains mixed for many destinations across England, highlighting the challenges for tourism businesses.   “I encourage everyone to get out and discover their local stories, celebrate the hard-working people who go above and beyond for visitors and grow our world-class tourism industry.”   Destinations, tourism businesses and visitor attractions can download the English Tourism Week toolkit including logos, slogans, images and poster templates to join in.   In the lead-up to and throughout English Tourism Week, VisitEngland is also encouraging people to show support for English tourism on social media by using #EnglishTourismWeek26.   VisitEngland’s Tourism Superstar 2026 competition will also conclude at the end of the week, with voting open until midnight on the 22 March and the winner announced after English Tourism Week.   VisitEngland, Local Visitor Economy Partnerships and destinations are also asking MPs, local authorities, the UK Government and other stakeholders to get involved, for example by visiting local tourism businesses and attractions during the week.   English Tourism Week comes as the Government is engaging stakeholders across the tourism sector as it develops its upcoming Visitor Economy Strategy.   Tourism is one of England’s largest, most valuable industries, supporting hundreds of thousands of small-to-medium sized businesses, more than two million jobs and worth £127 billion to the English economy.

  VisitEngland will next week launch its domestic coastal marketing campaign to drive breaks to all seaside destinations on England’s North West coast.   The £1 million funded campaign, 'All on England's North West Coast', which kicks off on 16 February, is putting the spotlight on destinations, attractions, experiences and accommodation providers to build back demand for domestic breaks.   Minister for Tourism Stephanie Peacock MP said: “The government is committed to championing our regions and reminding people of the great destinations right on their doorstep. “We are proud to shine a light on the stunning coastal resorts of the North West. These places have their own rich story to tell and deserve the jobs, investment and the pride that a thriving visitor economy brings. “VisitEngland’s campaign is a key example of the necessary innovation and partnership needed to ensure the success of our domestic tourism sector.   VisitEngland Director Andrew Stokes said: “With warmer weather on the horizon now is the perfect time to consider booking a domestic break on England’s North West coast, boosting the economy and supporting jobs and local communities. “Whether you are looking to connect with nature or revisit childhood memories, England’s North West coast has it all, with fantastic stories to tell and wonderful experiences and products for everyone to enjoy.  From restorative retreats to dune walks and forest trails and from theme parks and fish and chips on the pier to quirky museums and hidden art, there truly is a magical break for everyone.”   VisitEngland research shows that England’s coastal destinations have been seeing fewer visitors in recent years with numbers down 11% year-on-year.   And there is a huge opportunity if more of us holidayed at home. Converting just 10% of what Brits spend on travelling abroad to holidaying here could deliver an £8 billion boost annually to our economy.   This pilot campaign will support VisitEngland to make the case to government for similar marketing activity in the future.   VisitEngland is working with Tripadvisor and Local Visitor Economy Partnerships (LVEPs) Marketing Lancashire, Liverpool City Region Destination Partnership and Cumbria Tourism on the campaign which targets families with young children and adults aged 25-44.   The digital campaign will run across VisitEngland and partners’ channels including on Instagram and Facebook, with North West coastal content ranging from short films, articles, interactive guides and coastal ‘show reels’ to encourage visitors to discover more and explore further. There will also be content created by Olympian Greg Rutherford on trips to the region alongside radio ads featuring Greg and on Tripadvisor’s purpose-built hub where Brits will be able to book their coastal breaks directly. To access the hub go to: www.tripadvisor.co.uk/northwestcoast   Local tourism businesses, visitor attractions and destinations are encouraged to get involved with the campaign, with a new dedicated section of VisitBritain.org featuring content that can be adapted to promote local experiences available here:  https://www.visitbritain.org/all-north-west-coast-campaign   Tourism is one of England’s largest, most valuable industries - supporting hundreds of thousands of small-to-medium sized businesses, more than two million jobs and worth £127 billion to the economy in England.

VisitBritain has awarded funds to Liverpool City Region Destination Partnership and Marketing Manchester to encourage French and American travellers to explore the northwest of England. The GREAT Gateway Innovation Fund – which sees destinations and the tourism industry partner to drive visitor spending through regional gateways – will focus on easyJet’s Paris-Liverpool flights and Virgin Atlantic’s New York-Manchester route. Nearly £400,000 of funding has been earmarked to develop international marketing activity. VisitBritain will also work with easyJet; Go North Wales Tourism; Liverpool John Lennon Airport; Manchester Airports Group; Marketing Chester and Cheshire; Rabbie’s Tours; Virgin Atlantic; Cumbria Tourism; Visit Peak District and Derbyshire; and Visit Wales. VisitBritain CEO Patricia Yates said: “We are encouraging destinations to work in partnership with the tourism industry to showcase the very best of their region to visitors.” “This important fund also highlights how easy it is for international visitors to travel through our regional gateways.” Marketing activity will include VisitBritain’s global screen tourism campaign ‘Starring GREAT Britain’, which is luring visitors to experience film and TV locations and places seen-on-screen. ‘Starring GREAT Britain’ has been VisitBritain’s most successful campaign since 2019 generating £217 million in additional spending by international visitors from its launch in January to June 2025. In 2024, the US and France were the two largest inbound markets for visits to the UK. Both also featured in the top three markets for visitor spend. VisitBritain is forecasting 5.5 million visits (up 1%) and 3.7 million visits (up 4%) from the US and France respectively in 2026, spending £7.6 billion (up 4%) and £2.2 billion (up 7%). Natalie Wyatt, Liverpool City Region Destination Partnership Managing Director, said: “We are delighted in securing this funding to increase the number of inbound visitors to the region and wider Northwest. Working with destination partners, easyJet and Liverpool John Lennon Airport we will emphasise unique, authentic and memorable activities.” Victoria Braddock, Marketing Manchester Managing Director, added: “The US is an important market for Greater Manchester, and we are pleased to have been successful in securing funding to continue to strengthen awareness and presence for the region in key areas such as New York.” VisitBritain’s Gateway Fund encourages collaboration between local destinations and industry working in partnership to promote inbound gateways.

VisitBritain is set to host more than 70 international buyers on educational trips across England, Scotland and Wales over the next two weeks. The agency is seeking to build on the estimated £34.6 billion economic impact inbound tourism generated in 2025. Global travel trade from 11 international markets will take part in tailored visits between 30 January and 5 February to explore tourism highlights, from Dorset to the Scottish Borders and South Wales. Some of these in-person experiences of Britain’s newest attractions, sights and tours will be promoted for the first time. International delegates from the UK’s top three markets – the US, France and Germany – will attend, together with travel buyers from Australia, Brazil, Canada, China, the Gulf Co-operation Council (GCC) countries, Italy, the Netherlands and Spain. Educational visits will feature tourism products and the latest innovations from across the nations and regions, as well as film and television experiences to celebrate VisitBritain’s global campaign ‘Starring GREAT Britain’. The campaign is estimated to have generated £217 million in additional spending by international visitors from its launch in January 2025 to last June. VisitBritain’s in-country teams have worked in partnership with England’s Local Visitor Economy Partnerships (LVEPs) and Destination Development Partnerships (DDPs), VisitScotland and Visit Wales to develop four-to-seven-day itineraries for each inbound market. “Our in-country teams have worked with our nations and regions to produce itineraries, which highlight that Britain is full of fresh, exciting experiences to come and enjoy right now,” said VisitBritain CEO Patricia Yates. Before heading off on educational tours, international buyers will attend the Britain & Ireland Marketplace (30 January, InterContinental London – The O2). The day-long event, organised by ETOA, brings together national and regional destinations and products across the UK and Ireland to promote the best of British and Irish tourism. Following the London event, international buyers will visit: Australia: Wales, Chester, Cheshire, Manchester Brazil: Birmingham, West Midlands, Wiltshire, Bath, Windsor Canada: North East to include Newcastle, Durham & Yorkshire China: Bath, Bristol, Manchester Gateway (North West, Yorkshire) France: East/West Midlands (Peak District, Nottingham, Stratford upon Avon) Germany: North West (Liverpool, Lancashire, Manchester and Peak District) Gulf Co-operation Council (GCC) countries: Oxfordshire, Cotswolds, Stratford upon Avon Italy: South Wales, Bristol Netherlands: Wiltshire, Somerset, Dorset, Devon Spain: Northumberland, Scottish Borders USA: Bath, Bristol, Cotswolds, Oxfordshire  

  Tourism’s importance to the British economy is highlighted in major new research from national tourism agency VisitBritain/VisitEngland, demonstrating the industry’s significant economic contribution to local communities nationwide and its potential for growth.   The report 'Economic Value of Tourism in the United Kingdom' shows tourism is worth £147 billion annually to the UK, about 5 percent of the national economy, when including both direct and supply chain impacts. Tourism is larger than the insurance and pensions sectors put together and employs more people than those and financial services combined. The study found that tourism generated £52 billion in tax revenues for the UK Government in 2024, more than half the wages bill of the NHS in England*.   Tourism demonstrates its importance as a major employer, supporting nearly one in every 15 jobs across the UK, about 2.4 million jobs. The industry’s value extends beyond major cities accounting for at least 5% of jobs in every region and nation of Britain. It also creates first jobs and opportunities for young people and upskills younger workers at the beginning of their careers. The industry is predicted to create an additional 175,000 jobs in the UK by 2030.   The value of total tourism activity in the UK is expected to reach £161 billion by 2030 in 2024 prices**, growth of 9.3% when adjusted for inflation and ahead of the UK economy overall at 8.8%. Inbound tourism is forecast to drive much of this, with growth in value of 32%, £9.4 billion, between 2024 and 2030.   Tourism Minister, Stephanie Peacock, said: “From rich culture and historical landmarks to beautiful landscapes and coastal communities, the UK is one of the best and most visited holiday destinations in the world. Without the incredible workforce behind the tourism industry, it wouldn’t be the powerhouse that it is today.   “The economic contribution of the tourism sector is clear, and the government is ambitious about ensuring it can continue to grow. That is why we are committed to publishing a joint growth plan with the sector in the spring.”   VisitBritain/VisitEngland CEO Patricia Yates said: “This research underscores tourism's importance as one of the UK's most valuable industries, driving economic growth for every nation and region and supporting our high streets, hospitality businesses, cultural institutions and our communities. The billions in tax revenues generated by tourism also shows how spending by domestic and international visitors contributes to services that benefit everyone.   “There are however challenges. The decline of domestic holidays has hit coastal destinations particularly hard as consumers wrestle with cost-of-living pressures and businesses with the higher cost of doing business. Longer-term international forecasts meanwhile show the UK is starting to lose its competitive position globally and inbound visits remain London-centric.   “As a critical driver of future growth for the UK, our priority is to work with industry and Government to realise tourism’s huge potential to bring social and economic benefits for every nation and region, creating jobs, supporting businesses and delivering prosperity for local communities.”   The report also shows the vital role of domestic tourism in supporting rural and coastal destinations and the importance of getting more Brits to holiday at home. Eighty-four per cent of domestic overnight tourism spending is in destinations outside of London. Converting just 10% of what Brits spend on travelling abroad to holidaying at home could deliver an £8 billion boost annually to the economy. VisitEngland is set to launch a pilot domestic marketing campaign to drive breaks to the North West’s coastal destinations in the build up to summer this year.   The report also examines the UK’s future inbound visitor source markets and trends. It shows the continued importance of the USA, forecast to be worth £7.6 billion to the UK economy in 2026 and accounting for more than £1 in every £5 of inbound visitor spending. Tourism to the UK from emerging markets including China and India is predicted to grow rapidly, by 12% annually combined by 2030. Looking to the Gulf, the UK already captures almost a third, 30%, of all trips to Western Europe from the high spending Qatar, Saudi Arabia and United Arab Emirates markets.   Findings from the Economic Value of Tourism in the United Kingdom report are being shared with the UK Government to inform policymaking and to track tourism’s development over time, in line with VisitBritain/VisitEngland’s statutory role to provide expert advice and insights to industry and government.

 

Survey shows that visiting friends and family and going out for a Christmas meal are most popular festive activities

  VisitEngland’s Christmas Trip Tracker Survey released today, 18 December, shows that 11.6 million Brits are planning an overnight holiday trip in the UK during the Christmas and New Year period, bringing an estimated £3.3 billion boost to the economy.   The figures are up by nearly a third (32%) on last year’s results, when 8.8 million had  planned a domestic break.   Among those definitely planning an overnight holiday trip in England, nearly half (49%) are planning on taking two or more trips during the festive season. The survey also shows that 7% of Brits have yet to decide if they will take an overnight trip in England during this time. The top reasons are ‘waiting to see if there are any deals / special offers’ followed by ‘waiting to see what the weather is like.’   VisitEngland CEO Patricia Yates said:    “It is encouraging to see many of us are planning a short break with friends and family during the festive season, boosting the economy through tourism. From buzzing Christmas markets to festive light trails, from winter walks with a cosy pub lunch to seasonal favourites such as the free Blackpool Illuminations, there is an experience and attraction for everyone.   “We know from destinations across England that 2025 has been a very mixed picture as consumers wrestle with cost-of-living uncertainties and businesses with the higher cost of trading. Our latest consumer sentiment research shows that many people are booking last minute, wanting to save on accommodation, activities and seeking good value options. So please do go out and explore the amazing destinations and attractions here on our doorstep this festive season. Tourism businesses will be very pleased to see you and I am sure you will have a fantastic time.”   Popular seasonal activities Brits plan to do during the festive break, after visiting friends and family, include going out for a meal (41%), visiting a Christmas market (40%) and shopping at the post-Christmas sales (33%). More than one-in-five (21%) will participate in outdoor activities such as walking or cycling.   Of those surveyed, younger people are more likely to spend money at seasonal shopping events with 42% of 16-to-24-year-olds planning to shop at post-Christmas sales, while half (50%) are set to visit a Christmas market.   The full VisitEngland Christmas Trip Tracker survey can be accessed here: https://www.visitbritain.org/bank-holiday-trip-tracker   For ideas on what to do this festive season across England, from light trails and ice-skating to Christmas concerts and markets, please visit: VisitEngland’s New 2025 Christmas Experiences, Enchanting Lights Trails & Festive Set-Jetting | VisitBritain.org

  VisitBritain is gearing up to host its ‘Destination Britain China and Northeast Asia’ (DBCNEA) trade mission to China to grow inbound tourism and drive economic growth with British tourism suppliers set to show top buyers why Britain is the destination to visit now.   Taking place from 26 to 28 November in Chengdu, China, the three-day trade event sees dozens of tourism industry suppliers and destinations, many of whom are attending the event for the first time, meet to do business with about 90 top buyers from China, Hong Kong (SAR), Japan and South Korea, with trade media also in attendance.   More than 2,000 pre-scheduled one-to-one business meetings are taking place, alongside networking events and seminars from destinations, showcasing the latest products and experiences on offer. International buyers will have the opportunity to learn about Britain’s premier export-ready tourism products and its competitive visitor offer, broadening travel itineraries to drive visitor spending across the nations and regions.   VisitBritain CEO Patricia Yates, who is leading the trade mission to China, said:   “This major trade mission brings our very important and highly valuable China and Northeast Asia markets together with British suppliers to do business, shining the spotlight on the fantastic products and experiences on offer and making sure those are sold in international markets.  “While we have seen a relatively slower recovery and build back from China and Northeast Asia compared to the overall long-haul average, the longer-term trajectory is encouraging, underscoring the importance of this event with our trade missions a proven catalyst for business. “Building product and destination knowledge also broadens travel itineraries so visitors explore more through our regional gateways, spreading the benefits of visitor spending across our nations and regions.    “The size of our delegation shows the enthusiasm from tourism suppliers to do business across these important markets and to hear first-hand from buyers on the motivations driving outbound travel as well as trends in digital tools and booking platforms. We are looking forward to showcasing our warm welcome as well as all the great reasons to book a trip right now.”   Tourism’s importance in building cultural connections and positioning the UK as a welcoming, vibrant, culturally diverse destination that people want to visit, is also in the spotlight.   Suppliers joining the trade mission include hotels, visitor attractions, transport providers, retailers, tour and sightseeing operators spanning the length-and-breadth of the nations and regions.   Destinations including Visit Lake District, Cumbria, Marketing Manchester, Visit Peak District & Derbyshire, Visit Shakespeare’s England, Visit York and Visit West are attending, highlighting their respective products and experiences. VisitScotland and Tourism Ireland are also joining the trade mission.   VisitBritain’s teams in market will also be running seminars and networking events to support tourism suppliers to engage and do business with trade from across China, Hong Kong (SAR), Japan and South Korea, providing insights on market and consumer trends.   The trade mission comes as VisitBritain continues to roll out its global ‘Starring GREAT Britain’ screen tourism campaign. The campaign is harnessing the powerful draw of film and tv locations to inspire more visitors to choose Britain, discover more and stay longer, driving visitor spending into local destinations. VisitBritain’s research shows that more than 9-out-of-10 potential visitors to the UK are keen to visit locations used in filming and seen-on-screen during their trip. Spending by visitors from China, Japan and South Korea, when combined, is forecast to be worth £1.4 billion this year to the UK economy, with an average visitor spend from these markets of £1,528 per visit, more than double the all-market average spend of £818. Looking ahead to 2026, 667,000 visits are forecast from China to the UK, up 28% on the estimate for this year, worth £1.3 billion to our economy. Visits from Japan are forecast to reach almost 300,000 in 2026, up 23% on this year’s estimate while 219,000 visits from South Korea are expected, up 21%. As well as its DBCNEA trade mission, VisitBritain continues to work closely with industry and partners in market to promote the outstanding tourism offer and experiences that visitors can only have in Britain.

VisitEngland named the winners of its Visitor Attraction Accolades for 2024-2025.    Awards went to 78 English attractions covering various elements: ‘Welcome’; ‘Best Told Story’; ‘Hidden Gem’; ‘Quality Food and Drink’ and ‘Gold’. The accolades were awarded based on scores that attractions obtained following their annual VisitEngland Visitor Attraction Quality Scheme assessment. VisitEngland Director Andrew Stokes said: “These accolades put England’s outstanding attractions in the spotlight.  They acknowledge the people who give the warmest welcomes, provide the most mouth-watering food and tell the stories that delight visitors.” “The excellence on show underlines the quality within the industry, ensuring fantastic visitor experiences.” VisitEngland’s Visitor Attraction Accolades, now in their 11th year, are awarded to participants of the VisitEngland Visitor Attraction Quality Scheme across a range of tourism attractions, These span historic houses, gardens, country parks and farm attractions to galleries, museums, churches and cathedrals. Participating attractions are supported by experienced independent assessors who deliver advice and guidance on improving and promoting the quality, accessibility and sustainability of their facility. Winning attractions can display the Accolade logo at their attraction, online and in their marketing materials. The VisitEngland Visitor Attraction Accolades 2024-2025 were presented to winners at a lunch at the British Motor Museum in Warwickshire last week. The full list of VisitEngland Visitor Attraction Accolades for 2024-2025: VisitEngland Quality Assessment Services | VisitBritain.org