Strategic Framework

The Vision:

To maximise tourism’s contribution to the economy, employment and quality of life in England.

The Action Plans:

To achieve the objectives set out in the Framework, a series of Action Plans have been developed by cross industry groups. These focus on the priority actions to be implemented by partners. The Action Plans in the first phase of implementation can be downloaded below:

The Action Plans can be downloaded below. Please review them and contact the relevant action plan lead at VisitEngland to discuss how you can get involved.

For the latest update and progress on implementation click here.

National Marketing Strategy - Tim Holt, Head of Marketing - 020 7578 1439   
Attract Brands
VisitEngland Marketing Plan 

Accessibility - Ross Calladine, Skills, Welcome & Accessibility Manager - 020 7578 1427 
Business Tourism Simon Gidman, Head of Business Tourism - 020 7578 1442
Destination Management - Jason Freezer, Destination Manager - 020 7578 1424
Modernising Visitor Information - Tracey Taylor, Visitor Information Manager - 020 7578 1431
Research and Intelligence - Sharon Orrell, Head of Research and Intelligence - 020 7578 1416

Rural Tourism - Jason Freezer, Destination Manager - 020 7578 1424
Seaside Resorts - Phil Evans, Head of Strategy - 020 7578 1464
Welcome - Ross Calladine, Skills, Welcome & Accessibility Manager - 020 7578 1427
Wise Growth - Jason Freezer, Destination Manager - 020 7578 1424

The Action Plans will be monitored and reviewed regularly to highlight progress, showcase successful delivery by partners and demonstrate impact. The plans are dynamic documents that will change during the life of the Strategic Framework. 

For general information about the Strategic Framework and how it is progressing, please contact Lyndsey Swift, Head of Partnerships at VisitEngland on or 020 7578 1456. 

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