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Arts Council England joins forces with VisitEngland to boost cultural tourism

  • Date: 6 February 2013
  • Area: National
Moira Sinclair and James Berresford announce the partnership between Arts Council England and VisitEngland in Luton

Moira Sinclair and James Berresford announce the partnership between Arts Council England and VisitEngland. Credit: Arts Council England

Arts Council England and the national tourist board, VisitEngland, have announced a new partnership to boost cultural tourism in England.

By working together to coordinate activity, Arts Council England and VisitEngland will grow the value of tourism by championing England’s cultural offer, stimulating local jobs and ensuring the sustainability of the cultural sector around the country.

The partnership statement sets out how Arts Council England and VisitEngland will work together. A key priority will be to encourage and support destinations that have real potential to grow and improve cultural tourism.

Arts Council Lottery funding of £3 million will be available to local culture and tourism partnerships. This fund, due to launch this summer, aims to encourage the development of arts and cultural experiences and targeted holiday packages for visitors that include cultural aspects as well as more traditional accommodation and transport elements.

Culture Secretary Maria Miller said: 

'Our country is renowned around the world as a top cultural tourist destination - with iconic heritage sites, museums and theatres; the industry has a strong role to play in our economic growth.

'It makes sense that our cultural and tourist industries join forces, as in many cases they are two sides of the same coin. This new partnership between VisitEngland and Arts Council England will help local organisations give both tourism and cultural sectors a boost. I am keen to promote this kind of collaboration going forward.'

James Berresford, Chief Executive, VisitEngland said:

'We are delighted to be working with Arts Council England.  An improved cultural offering in destinations around England will certainly help to boost domestic and international tourism, will stimulate local economies, and provide visitors with world class cultural experiences, ultimately strengthening England's reputation as one of the greatest cultural destinations in the world. 

'VisitEngland's marketing strategy fully supports the cultural sector through a variety of campaigns aimed at inspiring visitors to make the most of this country's fantastic arts and music scene.  We believe in the value of cultural tourism and this partnership certainly demonstrates the legacy for tourism following a bonanza year of cultural in 2012.'

Alan Davey, Chief Executive, Arts Council England, said:

'England's world class arts and culture has long been a draw for visitors from all over the world as well as a great source of pride for its people. This partnership with Visit England will allow us to explore new ways, at both local and national levels, in which we can continue to draw potential visitors and audiences to these shores for the benefit of the sector, local communities and critically, to help grow the economy.'

Download the Partnership statement 

Download the transcript of the partnership announcement

Listen to or download the podcast of the partnership announcement