The Arts Council is investing £3 million into a new Cultural destinations programme.

Cultural Destinations is an initiative which forms part of the three-year partnership between Arts Council England and VisitEngland, the national tourist board. The aim of Cultural destinations is to enable arts and culture organisations working in partnership with Destination Organisations to increase their reach, engagement and resilience through working with the tourism sector. Closer working between the two sectors will contribute to the economic growth of the cultural and tourism visitor economies.

Aims and outcomes

This programme will support the positioning of culture as a prominent part of the local visitor offer, helping to drive growth of the visitor economy. Cultural destinations aims to build partnership capacity in the cultural and visitor economy sectors to achieve the following outcomes:

  • More and different types of people experiencing the arts and culture in local destinations in a way that contributes to the growth of the local visitor economy
  • Increased income leading to greater sustainability and resilience for cultural organisations and tourism businesses in local destinations
  • Repositioning of culture as a prominent part of the visitor offer and local economic growth plans
  • A commitment from public and private sector partners to continue working in partnership to support the growth of the local visitor economy through cultural tourism beyond the life of this project

Amount of funding available

There is £3 million available to support arts organisations from the National Lottery, £80,000 from the Arts Council’s grant-in-aid in 2013/2014 and £200,000 in 2014/2015 to support museums. Consortia can apply for grants of between £250,000 and £350,000.

Delivery timetable

The funding is available for projects that will run from March 2014 for a maximum of three years, ending no later than March 2017. Consortia must contribute a minimum of 10 per cent match funding as either cash or in-kind contributions.