Question to the Department for Digital, Culture, Media & Sport:

To ask the Secretary of State for Culture, Media and Sport, what steps she is taking to increase tourism in rural areas.

The Government recognises the importance of tourism to rural constituencies, including its contribution to economic growth and pride in place of an area, and an integral part of the UK’s tourism offering. Britain’s coastline is a particular attraction to international visitors with 10% of all visits to the UK including the coast or a beach, rising to 34% amongst those visiting Wales.

DCMS continues to work with VisitBritain/VisitEngland to champion visits to the British countryside to a worldwide audience. Promoting rural areas, with a dedicated webpage on its consumer site which highlights rural areas to visit across the nations and regions of Britain that celebrate the UK’s diverse attractions. This is part of our commitment to spreading tourism’s benefits and creating an inclusive, regional growth model. DCMS, through VisitEngland, has also accredited 35 Local Visitor Economy Partnerships so far; which aims to drive investment and spend across the regions - including in rural areas.

The North East Destination Development Partnership (DDP) is in its third year of delivery and interim evaluation results have found that it has supported over 1,000 businesses, saw a 14% increase in the value of the visitor economy, a 5% increase in visitor numbers, as well as building a pipeline of £125 million of investment, and building the case for a new ferry route to Norway.

VisitBritain’s new GREAT-funded international marketing campaign will launch in early 2025. ‘Starring GREAT Britain’ will use the hook of Britain’s rich film and television history to encourage more international visitors to explore across Britain, including many rural destinations.