A new national tourism campaign is shining a spotlight on Lancashire’s coastline.
VisitEngland has launched All on England’s Coast to boost bookings and visitor spending across England’s coastal destinations, focusing on the autumn season and stretching through to 2027.
The campaign follows the success of a pilot programme earlier this year, All on the North West Coast, which featured Lancashire and highlighted the area’s coastal attractions.
Vikki Harris, marketing and partnerships director at Marketing Lancashire, said: "It was fantastic for Lancashire to be a part of the pilot campaign for All on England's Coast earlier this year, which focused on the North West coastline and all Lancashire has to offer and seeing the results of that campaign come to life in the summer.
"Extending the campaign to focus on encouraging visitors to Lancashire's incredible coast throughout autumn, winter and into 2027 is such an important message for our businesses."
The national campaign features five themed coastal ‘clusters’ - Creative, Nature, Outdoor, Historic, and Classic - designed to showcase the wide variety of experiences available along England’s shoreline and encourage more people to take domestic breaks.
The campaign comes at a time when domestic coastal breaks are down 18 per cent compared to last year, with travellers taking shorter trips, booking later, and spending less.
Tourism minister Stephanie Peacock said: "Tourism sits at the heart of our coastal communities, with millions of people choosing to visit the British seaside every year for their holidays.
"The sector not only provides fantastic days out but is also a key part of the economy.
"That is why the Government has been giving it strong backing through the Great British Summer Savings scheme, which has been promoting great days out across the country.
“For me, there is something truly special about a trip to the seaside.
"I have so many fantastic memories of holidays around the UK growing up, and it is a real pleasure to continue discovering new places along our coastline.
"In the past month alone, I have visited Blackpool’s iconic seaside resort, Dorset’s famous Jurassic Coast and enjoyed a traditional cream tea in Devon.”
The first phase of the £1.2 million campaign will run from September 28 to November 1, with a second phase planned for February to March 2027.
The campaign is funded through a match-funded commercial partnership and includes advertising across radio, podcasts, social media, and digital platforms.
Ms Harris said: "There is a preconception that the seaside is seasonal, but in actual fact there is something for everyone to enjoy on the Lancashire Coast all year round, and events such as Blackpool's Christmas by the Sea, Morecambe's Comedy Festival and Winter Lantern Festival, and the new Lytham on Ice event that is coming later this year help with that messaging too.
"So come see what it's about, all on the Lancashire Coast."
Lancashire’s tourism businesses and attractions are encouraged to get involved by using campaign assets available on VisitEngland’s website and sharing content with the hashtag #AllOnTheCoast.
Tourism is a vital industry for Lancashire, contributing £5.7 billion to the county’s economy and attracting 68.6 million visitors in 2024.
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