There are few places in the world that can boast the variety of cultural experiences, historic environments and natural landscapes to be found in England. These are the tourism industry’s key assets and therefore destinations require high standards of management. Local tourism businesses, alongside destination management organisations, local and regional government and relevant sectors such as transport, must share responsibility for creating a successful destination experience. Effective destination management requires an integrated approach, taking into account both visitors’ and residents’ needs, opportunities for growth as well as environmental considerations.

Tourism is often a catalyst for regenerating and improving destinations as demonstrated in areas such as the NewcastleGateshead Quayside, Manchester City Centre and London’s South Bank. Residents are the main beneficiaries of these developments but they also offer visitors new destinations and experiences. There are still numerous destinations throughout England, primarily in rural and seaside locations, that can benefit from further regeneration and enhancement in order to attract visitors and maximise tourism’s contribution to local economies and communities.

England’s destinations have to be backed up by world-class accommodation and customer service. VisitEngland, taking into consideration the developments in user generated content and in partnership with the wider industry, will implement a reviewed approach to quality assessment. Although the initial focus will be on accommodation assessment schemes, the goal will be to ensure that visitors will have a positive experience throughout their stay in England whatever their budget.

Raising satisfaction levels in the visitor experience and encouraging more UK residents to enjoy the destinations on their doorstep are key elements in increasing visitor spend and contributing to the 5% growth target.

Click here to go back to the Objectives.