England’s coastline is moving into the tourism spotlight as VisitEngland launches a nationwide initiative encouraging communities, tourism businesses and destinations to showcase the distinct character of their local seaside regions ahead of the peak summer travel season. The campaign, titled “My coast has the most…”, is designed to highlight the diversity of England’s coastal tourism offering while encouraging greater engagement with seaside destinations across the country.
Running from 29 June to 5 July, the initiative invites tourism operators, accommodation providers, attractions, hospitality businesses, local authorities, destination organizations and residents to participate in a coordinated storytelling campaign through short-form social media content. By sharing videos under the hashtag #AllOnTheCoast, participants will contribute to a nationwide effort promoting England’s varied coastal experiences.
As domestic travel demand continues to play a major role in the tourism sector, the campaign places renewed attention on seaside destinations that remain an important part of England’s visitor economy.
England’s Coastline Remains a Major Tourism Asset
England’s coastline stretches across a wide variety of landscapes, tourism experiences and visitor attractions, making coastal tourism one of the country’s most important travel segments.
From sandy beaches and historic harbors to dramatic cliffs and resort towns, coastal destinations continue attracting millions of visitors each year. These areas support accommodation providers, restaurants, attractions, retail businesses and local tourism economies that depend heavily on seasonal visitor activity.
The diversity of England’s coastline allows destinations to appeal to different travel segments, including family tourism, nature-based tourism, cultural travel, outdoor recreation and short-break holidays.
As the summer season approaches, coastal destinations remain central to domestic tourism planning.
VisitEngland Encourages Local Storytelling
The “My coast has the most…” initiative places a strong emphasis on local storytelling and destination identity.
Rather than promoting a single national tourism message, the campaign encourages communities to showcase the unique characteristics that distinguish their coastal areas from other destinations around the country.
Participants are being invited to create short videos highlighting local attractions, landscapes, traditions, experiences and tourism offerings. The campaign aims to present a broad picture of England’s coastline through content generated directly by those who live and work within coastal communities.
This approach reflects the growing importance of digital engagement and authentic destination storytelling within modern tourism marketing.
Coastal Tourism Supports Domestic Travel Growth
Domestic tourism continues to play an important role in England’s visitor economy, particularly during the summer holiday season.
Many travelers choose coastal destinations for short breaks, family vacations and leisure travel experiences that are easily accessible from major population centers. Seaside tourism remains a popular option for visitors seeking outdoor experiences, beach activities and local cultural attractions.
Campaigns that increase awareness of coastal destinations can help distribute visitor demand across different regions while encouraging exploration beyond traditionally popular locations.
The promotion of lesser-known coastal communities also supports broader tourism development objectives.
Seaside Communities Benefit from Increased Visibility
The campaign provides an opportunity for local destinations to gain additional visibility during one of the most important travel periods of the year.
Tourism businesses often rely on summer demand to support annual performance, making destination promotion particularly valuable ahead of peak visitor months. Hotels, guesthouses, restaurants, attractions and tourism operators can use the campaign to showcase experiences available within their local areas.
Increased visibility can help attract new visitors while encouraging repeat travel among those already familiar with England’s coastal destinations.
The initiative also highlights the role of local communities in shaping tourism experiences and destination identity.
Cornwall and Devon Continue to Attract Coastal Travelers
Among England’s most recognized seaside regions, Cornwall and Devon remain popular choices for domestic and international visitors.
These destinations attract travelers through a combination of beaches, coastal scenery, outdoor activities and hospitality experiences. Coastal walking routes, seaside towns and maritime heritage continue contributing to their tourism appeal.
The ability to showcase regional identity aligns closely with the campaign’s objective of highlighting what makes each coastal destination distinctive.
Visitors increasingly seek experiences connected to local culture and environmental settings, making destination-specific storytelling an important tourism tool.
Brighton, Blackpool and Historic Seaside Resorts Remain Important
Traditional seaside destinations such as Brighton and Blackpool continue to play significant roles within England’s tourism landscape.
These destinations combine beachfront attractions with entertainment, hospitality and cultural offerings that attract visitors throughout the year. Their established tourism infrastructure allows them to accommodate large visitor volumes while supporting a broad range of travel experiences.
The campaign provides an opportunity for historic coastal resorts to reinforce their appeal while also showcasing how they continue evolving to meet changing visitor expectations.
Tourism promotion increasingly focuses on experiences rather than individual attractions alone.
Digital Content Becomes a Tourism Marketing Driver
Social media and short-form video content are playing an increasingly influential role in destination marketing.
Travelers frequently use digital platforms to research destinations, discover experiences and gather inspiration for future trips. User-generated content and locally produced videos often provide travelers with perspectives that differ from traditional tourism advertising.
The #AllOnTheCoast campaign reflects the growing importance of digital storytelling as a method of engaging potential visitors and increasing destination awareness.
Tourism organizations worldwide are increasingly incorporating community-driven content into broader marketing strategies.
Coastal Tourism Strengthens Regional Economies
Coastal tourism contributes significantly to local economies throughout England.
Visitor spending supports jobs, businesses and tourism infrastructure across numerous seaside communities. Accommodation providers, attractions, food and beverage businesses and transportation services all benefit from strong visitor demand during the summer season.
Campaigns that encourage exploration of coastal destinations help strengthen economic activity while supporting sustainable tourism development in regional communities.
The continued promotion of domestic travel remains an important component of tourism growth strategies across the United Kingdom.
Conclusion
England’s coastal tourism sector is receiving renewed attention through VisitEngland’s “My coast has the most…” campaign, which encourages communities, tourism operators and residents to showcase the unique identity of their seaside destinations ahead of the summer travel season. By highlighting local stories, landscapes, attractions and experiences through the #AllOnTheCoast initiative, the campaign aims to strengthen awareness of England’s diverse coastline while supporting domestic tourism growth. As travelers increasingly seek authentic, experience-led journeys, England’s seaside regions remain well positioned to attract visitors looking for memorable coastal holidays across the country.
