Arts Council England and VisitEngland have announced that by working together to coordinate activity, both will grow the value of tourism in England’s cultural sector. This will also stimulate local jobs and ensure the sustainability of culture 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.’