'My coast has the most...' New VisitEngland Campaign

VisitEngland is calling on tourism businesses, destinations and industry partners across England to come together behind the latest phase of its ongoing coastal campaign, inviting them to showcase why their stretch of coastline is a must‑visit destination.

The ‘My coast has the most…’ campaign is asking for voices from across the tourism industry including LVEPs, attractions, accommodation providers, hospitality and more – as well as from Mayors, local authorities, MPs, local communities and businesses – to take part in a nationwide social media activation, sharing short videos that celebrate what makes their local coast special and inspiring people to visit this summer and beyond.

By bringing together hundreds of voices from across England, the campaign creates a nationwide expression of local pride, showing that every stretch of coastline offers something distinctive.

VisitEngland Director Andrew Stokes said:

“England’s coast is full of places that people feel incredibly proud of. That pride of place strengthens local communities and makes them places that we want to live and work in and tell the world about. That’s why this campaign is about putting local voices front and centre, telling their stories and inviting visitors to come and see for themselves what makes our coast so special.

“Working together, we can showcase and tell the story of England’s wonderful coastline and buzzing seaside towns, full of character and unforgettable experiences. From invigorating coastal walks, lively festivals, great pubs and boutique stays to art and culture, history and heritage, England’s coastal destinations are full of gems waiting to be explored this summer and beyond.”

Participants are being asked to create a short social video using the phrase ‘My coast has the most…’ showcasing a standout place, story or experience and then to share the content across their own channels using #AllOnTheCoast​ in a dedicated week from 29 June to 5 July, creating a national drumbeat in the run-up to the summer school holidays.

VisitEngland is supporting the ‘My coast has the most…’ campaign with an industry toolkit, templates and guidance including a dedicated campaign page on its website and amplifying the content produced across its social media channels.

This wave of activity forms part of VisitEngland’s wider focus on supporting coastal tourism in 2026, following a £1 million pilot campaign ‘All on the North West Coast’ with Tripadvisor earlier this year promoting domestic breaks to England’s North West coast.

The industry campaign also comes as the UK Government announced its Great British Summer Savings scheme,(opens in a new tab) cutting the cost of a family day out this summer and supporting businesses.

Domestic coastal and seaside trips have declined in recent years, currently down 18% year-on-year. VisitEngland research shows that even a small shift towards domestic holidays could have a significant impact. Converting just 10% of what Brits spend on travelling abroad to holidaying here could deliver an £8 billion boost annually to our economy.

Looking ahead, this summer’s industry-led activation also builds momentum ahead of a major £2 million ‘All on the coast’ marketing campaign VisitEngland is rolling out in autumn 2026. The campaign is set to boost breaks to England’s coast during the shoulder season with VisitEngland working with a commercial partner to drive bookings.

Tourism is one of England’s largest, most valuable industries, worth £127 billion annually to the English economy, supporting hundreds of thousands of businesses and 2.1 million jobs across the regions, many in rural towns and coastal communities.