VisitEngland Launches Coastal Campaign: How England Wants to Bring Tourists Back to Seaside Trips

VisitEngland is starting a new wave of the "My coast has the most…" campaign, which from June 29 to July 5, 2026, is intended to draw attention to the English coast before the summer holidays. For travelers, this is not just a social media promo: the campaign shows how the UK is trying to restart demand for domestic seaside trips, make family vacations more affordable and support coastal towns where tourism is directly linked to jobs, transport, hotels, restaurants and local businesses.

The essence of the initiative is simple: tourism organizations, local communities, hotels, attractions, restaurants, mayors, deputies and residents of the English coast must publish short videos with the phrase "My coast has the most…" and the hashtag #AllOnTheCoast. But behind this apparent simplicity lies a much broader economic context. According to VisitEngland, the number of domestic overnight trips to seaside/coast destinations in England in 2025 was 18% lower than in 2024. That is, the campaign starts not at a moment of unconditional tourist boom, but when coastal towns need to once again convince Britons and guests of the country to plan vacations not only abroad or in megacities.

What Exactly VisitEngland is Launching

The campaign will run from June 29 to July 5 and will be the summer phase of a broader coastal tourism support program in 2026. VisitEngland calls on different parts of the industry to show not an abstract "maritime England," but specific local reasons to travel: beaches, piers, old port districts, gastronomy, festivals, walking routes, cultural events, boutique hotels, family attractions, nature reserves and small towns that often remain outside the standard route of a first trip to the UK.

The VisitEngland announcement mentions various types of destinations: from Whitby and Blackpool to Devon and Margate. This is an important detail, because the campaign does not focus on only one region or one resort. It tries to create a nationwide information trigger before the school holidays, when families in England more actively plan short trips, weekends by the sea and vacations with children.

Why the News is Important for Tourists

For a tourist, this campaign is useful because it can highlight places that do not always appear in international guidebooks. London, Edinburgh, Oxford or Manchester are well known to foreign guests, but the English coast is often perceived fragmentarily: some know Brighton, some Cornwall, some northern resorts, but there is usually no holistic picture. VisitEngland's activity can make local routes more visible, especially if not only official tourism offices, but also small businesses, guides, restaurants, museums, farmers' markets and guest house owners actually join in.

For travelers from abroad, this is also a signal that a trip to England can be planned not only as a city break in the capital. For example, those who fly into London Heathrow Airport or London Gatwick can combine several days in the capital with a trip to the south coast, Kent, Sussex or further west. If the route starts via Manchester Airport, it is more logical to look at the North West coast, Lancashire, Cumbria or a connection with the Lake District. For northern routes, Newcastle Airport can be useful, and for the southwest - Bristol.

Connection with Summer Discounts in the UK

The campaign coincides with the government's Great British Summer Savings scheme, which operates from June 25 to September 1, 2026. Under this program, VAT for some family activities is temporarily reduced from 20% to 5%. This includes, in particular, children's menus in restaurants, children's and family tickets to cinemas, theaters, concerts, shows and exhibitions, as well as tickets to a number of attractions, including amusement parks, fairs, museums, zoos, adventure parks, nature reserves, wildlife parks and observation decks.

Separately, the government announced that children aged 5 to 15 in England will be able to use local buses for free during August. For coastal tourism, this can have practical significance: coastal trips often consist of several short movements between the station, beach, attraction, hotel and neighboring town. If the transport part becomes cheaper for families, a domestic trip may look more competitive compared to going abroad or a fully car-based route.

What This Means for Coastal Towns

VisitEngland emphasizes that tourism is one of the largest sectors of England's economy: it is estimated at £127 billion per year and supports 2.1 million jobs in the regions. For the coast, this is especially important because a significant part of the businesses there are seasonal. When tourists only arrive during peak weekends or choose other countries altogether, local cafes, family hotels, museums, boat excursions, beach services and retail trade feel it quickly.

The campaign also does not end in July. VisitEngland is already linking the summer activation with a future autumn marketing campaign "All on the coast" worth £2 million. It is planned to target the shoulder season, meaning the period outside the main peak, when coastal towns have more available hotel capacity, lower prices and less pressure on infrastructure. For the market, this is an important turn: England is trying not only to boost demand in July and August, but also to distribute visitors more evenly throughout the year.

How to Plan a Trip to the English Coast

Tourists should treat the campaign as a source of ideas, but not as a ready-made route. Social media videos can suggest an interesting town, beach or festival, however, before booking, it is necessary to check transport, weather, seasonality, attraction openings, dog rules on beaches, parking availability, hotel prices and restaurant availability. The English coast is very diverse: a trip to Brighton, a family vacation in Devon, walks in Northumberland or a route through Cornwall have different logistics and different budgets.

If the trip is tied to a flight, it is worth checking not only tickets, but also the time buffer for transfer to rail or car. Before flying, it is convenient to check the Heathrow online board, Gatwick online board or Manchester online board, especially during summer peak days. For routes with early departures or late arrivals, hotels near Heathrow, hotels near Gatwick or hotels near Manchester Airport can be useful.

Cars, Trains or Transfers: What to Choose

For a short trip to one resort, a train is often more convenient, especially if the route goes from London or Manchester to a popular seaside destination. But for a journey through several towns, rural bays or natural locations, a car can give more freedom. In this case, it is worth comparing car rental at Gatwick Airport, car rental in Manchester or car rental in Bristol in advance, and also check insurance terms, left-hand traffic rules, paid parking and possible restrictions in historical centers.

Transfers make sense if the traveler arrives with children, large luggage or at an inconvenient time. For example, to start a route via capital airports, one can evaluate transfers from Heathrow or taxis from Gatwick in advance. For the northwest of England, transfers from Manchester Airport may be relevant. This is not always the cheapest option, but it reduces the risk of errors with night transfers, especially if the first point of the route does not have a direct rail connection.

Will the Campaign Change the Tourism Market

The campaign itself for one week does not guarantee the immediate recovery of seaside trips. Its effect will depend on how actively local businesses join in, whether family offers will be truly noticeable, how discounts will work, whether demand will hold after the first summer weekends and whether coastal towns can turn attention into real bookings. But in the news, something else is important: England openly admits that coastal tourism needs support, better promotion and a more even season.

For tourists, this is a chance to look at the UK more broadly than through the standard set of large cities. For the market, it is a test of whether local voices, short videos, affordable family attractions and autumn advertising together can bring back interest in the coast. The best strategy for a traveler now is to use the campaign as a navigator of ideas, but book carefully: check schedules, weather, transport, refund rules and the total cost of the trip, including accommodation, meals and movements between coastal towns.

Conclusion: the launch of "My coast has the most…" shows that VisitEngland is betting on domestic and regional tourism exactly at the moment when coastal destinations need new positioning. If the campaign works, the English coast may receive not only a short summer spike, but also a longer season, more bookings in small towns and a more visible status in the routes of tourists who fly into the UK via London, Manchester, Bristol, Birmingham or Newcastle.