THE UK's tourism gorup:- VisitEngland is calling on:- tourism businesses, destinations, industry partners and the public across England to showcase the importance of coastal tourism during a dedicated week from:- 29 June to 5 July 2026.

The ‘My coast has the most…’ campaign is the latest phase of VisitEngland’s ongoing coastal activity to drive visits this summer and beyond.  Voices from across the industry including:- destinations, attractions, accommodation providers and hospitality, as well as Mayors, local authorities, MPs, local communities and businesses, are being invited to showcase why their stretch of coastline is a must visit destination. The nationwide social media activation invites everyone to share short videos that celebrate what makes their local coast special. said:-

Tourism Minister Stephanie Peacock said:- “By bringing together hundreds of voices from across England, the campaign creates a nationwide expression of local pride, showing that every stretch of coastline offers something distinctive. From Whitby and Blackpool to Devon and Margate, England’s coastline is home to some of our most stunning and vibrant destinations. VisitEngland’s domestic campaign will showcase the incredible attractions, local food and unique heritage that make these coastal communities so special, encouraging holidaymakers from right across the UK to explore our shores throughout the year. The launch of our Great British Summer Savings scheme means families can enjoy discounted attractions and leisure activities this summer, making a domestic break more accessible while boosting local economies.”

VisitEngland Director Andrew Stokes said:- “England’s coast is full of places that people feel incredibly proud of. That pride of place strengthens local communities and makes them places that we want to live and work in and tell the world about. That’s why this campaign is about putting local voices front and centre, telling their stories and inviting visitors to come and see for themselves what makes our coast so special. Working together, we can showcase and tell the story of England’s wonderful coastline and buzzing Seaside Towns, full of character and unforgettable experiences. From invigorating coastal walks, lively festivals, great pubs and boutique stays to art and culture, history and heritage, England’s coastal destinations are full of gems waiting to be explored this summer and beyond. With the summer holidays on the horizon and with the coast a great place to be in the sunshine, now is the time to highlight why your stretch is the best in England.”

Participants are asked to create a short social video using the phrase:- ‘My coast has the most…’ showcasing a standout place, story or experience. They should then share the content across their own channels using the hashtag #AllOnTheCoast from 29 June to 5 July, creating a national drumbeat in the run-up to the summer school holidays.

VisitEngland is supporting the:- ‘My coast has the most…’ campaign with an industry toolkit, templates and guidance including a dedficated campaign page on it's website and amplifying the content produced across its social media channels. 

This wave of activity forms part of VisitEngland’s wider focus on supporting coastal tourism in 2026, following a £1 million pilot campaign:- 'All on the North West Coast' with Tripadvisor earlier this year promoting domestic breaks to England’s North West coast.

The industry campaign also comes as the UK Government announced its:- 'Great British Summer Savings Scheme,' cutting the cost of a family day out this summer and supporting businesses.

Domestic coastal and seaside trips have declined in recent years, currently down 18% year on year. VisitEngland research shows that even a small shift towards domestic holidays could have a significant impact. Converting just 10% of what Brits spend on travelling abroad to holidaying here could deliver an:- £8 billion boost annually to our economy. 

Looking ahead, this summer’s industry led activation also builds momentum ahead of a major £2 million:- ‘All on the coast’ marketing campaign VisitEngland is rolling out in autumn 2026. The campaign is set to boost breaks to England’s coast during the shoulder season with VisitEngland working with a commercial partner to drive bookings. 

Tourism is one of England’s largest, most valuable industries, worth:- £127 billion annually to the English economy, supporting hundreds of thousands of businesses and 2.1 million jobs across the regions, many in rural towns and coastal communities.