DCMS part-funds £10m domestic tourism campaign

The Department of Culture, Media and Sport (DCMS) is helping to fund a new £10m campaign to boost domestic tourism during 2012 and beyond by ring-fencing £3m from its Olympic budget.

EnjoyEngland: the new site from VisitEngland
EnjoyEngland: the new site from VisitEngland

VisitEngland has pledged a further £2m to the Government's budget, which the tourist board aims to add to funding from the private sector, bringing the total available spend to £10m.

Culture secretary Jeremy Hunt yesterday said the campaign would aim to "make the most" of the Olympic Torch Relay route and the Cultural Olympiad.

DCMS hopes to maximise the economic legacy of the London 2012 Olympic Games to benefit the entire country, but said that the details of how the campaign will look are "still being worked out".

The programme aims to deliver 12,000 new jobs, a £500m boost in tourist spend and aim to increase the amount of short breaks taken in the UK by 5.3 million during the next three years.

Hunt said: "London's Olympic Games are a part of the Government's drive to boost the country's economy and have already delivered a huge economic legacy.

"Businesses up and down the country have already benefited from the 75,000 Olympic contracts awarded, but we need to do more. The whole country is paying for the Games, and I want to make sure that the whole country benefits.

"The UK has a wealth of stunning destinations on offer, whether it's a weekend in Yorkshire, or a night in the Norfolk Broads, and I want us all to re-discover the wonderful attractions on our doorstep.

"The Olympic Torch Relay and the Cultural Olympiad will shine the spotlight on some of the most amazing parts of our country. It will be a fantastic opportunity for those areas to sell themselves to the world, boosting their local economies and creating jobs."

In June VisitBritain launched its £100m global campaign to showcase the UK to the rest of the world in the run up to the Olympics, featuring famous Brits Judy Dench, Dev Patel, Twiggy, Rupert Everett and Jamie Oliver.