Press release 30 September 2016
VisitWiltshire Secures Discover England Funding to Develop a New Touring Route - The Great West Way
VisitWiltshire has secured funding for its plan to create one of the world’s premier long-distance touring routes between London and Bristol.
The project is currently operating under the working title of ‘The Great West Way’, and aims to create a world class tourism experience, winning new business and market share for Britain, raising awareness, growing the visitor economy and transforming the visitor experience along and around the route.
Approximately one quarter of the route is in Wiltshire.
‘The Great West Way’ is one of a number of successful projects to receive funding from the £40m Discover England Fund administered by VisitEngland. It is a central government funded programme of activity aimed at offering world-class English tourism products to the right customers at the right time and will be supported by match funding from partners in the public and private sectors.
VisitWiltshire is leading on the project with a £250,000 grant for activity from October 2016 to 31 March 2017. The project will include:
- Concept testing and case study analysis
- An environmental assessment and economic impact study
- Developing a brand proposition and messaging for the route
- Developing new pilot itineraries for launch in key target markets
Partners supporting the bid include Destination Organisations, Local Enterprise Partnerships and towns along the route, transport operators, arts and heritage organisations, ports of entry, World Heritage Sites and Areas of Outstanding Natural Beauty, tour operators, guiding companies, and a wide range of tourism businesses.
Sally Balcombe, VisitEngland Chief Executive, says “We had an exceptionally high number of submissions far outweighing the allocated funding available and following a rigorous applications process we are delighted to work closely with those excellent winners on building world-class ‘bookable’ tourism products showcasing the best of England to international and domestic visitors.
VisitWiltshire’s project will test the concept of a long-distance touring route in England that will promote places to visit and stay and feature an outstanding, high quality local food and drink offer, providing visitors with a new and exciting experience of rural England.”
David Andrews, CEO VisitWiltshire says, “We are delighted to have secured funding for this project, and particularly pleased that it has been so well received by so many partners. We now have the opportunity to open up a new touring corridor to encourage visitors to travel west of London, creating compelling road, rail, canal, cycling and walking tourism experiences.
For an international visitor, this route presents many of England’s most iconic attractions – London, Bristol & Bath, the Stonehenge & Avebury World Heritage Site, Windsor, Castle Combe, Lacock and the Cotswolds.”
“The aim of the project is to encourage visitors to tour and explore more of the region using a range of new itineraries to experience less-well known areas, slowing and lengthening visits. This new project will create a new and exciting addition to England’s existing tourism offer,” added David.
For further information or to arrange a press visit please contact Florence Wallace, Travel Trade & PR Manager, flowallace@visitwiltshire.co.uk Tel: 01722 341309 or 07436 588860
Notes to editors:
About VisitWiltshire
VisitWiltshire is the official Destination Management & Marketing Organisation for Wiltshire representing 600 partners. It is a public/private sector membership organisation with our main funder being Wiltshire Council. VisitWiltshire's priority is to grow the county's Visitor Economy by raising awareness of the destination and generating additional tourism visits and spend. Wiltshire's Visitor Economy currently generates an estimated £1.5billion and supports over 29,000 jobs.
About the Discover England Fund
- In November 2015, the Government announced a £40 million Discover England Fund; an unprecedented opportunity for English tourism. The Fund aims to deliver world-class bookable tourism products joined up across geographies and/or themes; including integrated transport solutions to provide an end-to-end customer experience.
- The Fund supports the growth of one of England’s most successful export industries, inbound tourism. England has seen record tourism spend in the past year from both domestic and international visitors delivering economic growth and jobs across all the English regions.
- The Fund will support a number of projects and pilots in year one (2016/17) to test and develop product development approaches and a small number of large-scale collaborative projects that create a step-change in bookable English tourism product for international consumers (in years two and three - 2017-19). A smaller funding pot for new one year projects and pilots, and continuation funding for existing round one projects that can demonstrate early learnings, will also be available.
About VisitBritain/VisitEngland
- VisitBritain/VisitEngland is the national tourism agency – a non-departmental public body funded by the Department for Culture, Media & Sport (DCMS)
- Working with a wide range of partners in both the UK and overseas, our mission is to grow the volume and value of inbound tourism across the nations and regions of Britain and to develop world-class English tourism product to support our growth aspirations. For further information and to access the latest in-depth market intelligence and statistics visit www.visitbritain.org or www.visitbritain.com and www.visitengland.com for consumer information.