Manchester Sees Huge Returns On Campaign To Boost Local Tourism

VisitEngland has today revealed the final results of its three-year project, ‘Growing Tourism Locally’, which included support for work delivered by Marketing Manchester.

The results show that Marketing Manchester’s related campaign activity over the period 2012-15 generated £52,743,937 in incremental visitor expenditure, equating to 984 tourism jobs.

The programme supported some major promotions for the region including the Christmas and short breaks campaigns. It also enabled Marketing Manchester to increase the city’s profile in key regional and London markets, and to increase tourism during off-peak periods.

The programme across England has generated a total of £1.05bn in additional tourism spend and created a record number of 19,490 additional jobs for the sector. The project, aimed at inspiring UK residents to take more holidays at home and to create jobs in the tourism sector, exceeded the three year target of 9,139 jobs and £419m additional tourism spend.

The Growing Tourism Locally project was funded by the Government’s Regional Growth Fund (RGF), VisitEngland and the private sector.

Nick Brooks-Sykes, director of tourism at Marketing Manchester, part of MGC said: “It’s fantastic to see that Manchester was able to accomplish such excellent results. The figures come not only as testament to the brilliant work that Marketing Manchester is able to achieve, but also as validation that Manchester is increasingly being recognised as an attractive visitor destination.”

Lady Cobham CBE, Chairman of VisitEngland Advisory Board said: “It is fantastic to see the results of the ‘Growing Tourism Locally’ campaign which is aimed at driving growth, by encouraging Brits to book a short break at home in one of the many wonderful destinations on offer across England. The results speak for themselves – generating over £1bn in additional tourism spend and creating 19,490 jobs. A brilliant result; promoting England as a world-class holiday destination.”