Exciting new tourism project is launching soon

July 19, 2018 Facebook Twitter LinkedIn Google+ Local Cotswold News

A new tourism project led by the Cotswolds Tourism will help to promote tourism across the region following a successful bid to the Discover England Fund.

The ‘Uncover the Cotswolds project – encompassing the Cotswolds, Cheltenham, Gloucester, Forest of Dean and Wye Valley – has received funding of £250,000; it is one of a number of projects to benefit from Year 3 funding of the UK Government’s £40 million Discover England Fund, which is administered by VisitEngland.  This involves a programme of activity to ensure that England stays competitive in the rapidly growing global tourism industry, through offering world-class English tourism products to the right customers at the right time. The Fund is supported by match funding from partners in the public and private sectors.

The project is aimed at driving inbound tourism with a focus on attracting visitors from the Nordic markets, Italy and Spain, dispersing visitors across the wider region and providing them with greater access to authentic local experiences.

Project leader for Cotswolds Tourism, Sally Graff, explains further:

“I am delighted that we have secured this £250,000 funding and I would like to thank everyone involved in our successful bid.  We will be developing world-class, authentic local tourism experiences, and creating tours which can be booked in totality or in part, via tour operators, with different budget options available.

“We will focus on showcasing the incredible experiences available throughout the year to encourage more off peak visits and providing them with bookable itineraries to help them extend their stay.

“Supporting the many small businesses across the destination area to understand the travel trade opportunities is the key to unlocking the wider tourism experience.  We will bring together the wider Cotswolds region, incorporating the destination management organisations of not only the Cotswolds but also the Forest of Dean & Wye Valley, Marketing Cheltenham and Marketing Gloucester. Longer-term, we aim to extend to additional locations including Stratford Upon Avon, Oxford, and Bath.

Maureen McAllister of Forest of Dean & Wye Valley Tourism adds:

“We are delighted to be part of this partnership which will enable us to develop, promote and bring to life 12 core thematic itineraries, encouraging visitors to discover more and explore the fabulous Cotswolds, Forest of Dean and Wye Valley region.  The core themes are perfect for our area, including: food and drink; local traditions; history and heritage; arts, crafts and skills; adrenaline adventures; nature and wildlife; royalty; music; and film and TV locations. We envisage this being the first of many projects we will work together on as we showcase what’s great about this part of the country”

Kelly Ballard Manager of Marketing Cheltenham comments:

“This is a great opportunity for Cheltenham to work together with other destinations across Gloucestershire and Oxfordshire to increase international visitors to the area.  We plan to use the project to develop and promote Cheltenham based ‘experiences’ – particularly around history and heritage, food and drink, as well as culture – and anticipate that many will choose Cheltenham as a convenient base for what could be up to 14 day holiday.”

VisitEngland Chief Executive Sally Balcombe concludes:

“The calibre of submissions reflects the innovation in product development thriving across the country’s tourism landscape. The successful projects will boost international and domestic visitor growth, creating a step-change in the industry and spreading the economic benefits of tourism across England.

“The ‘Uncover the Cotswolds’ project will showcase the wonderful experiences available in the Cotswolds and give visitors the opportunity to discover the charms of area at all times of the year.”

Anyone interested in finding out more about how to get involved in the ‘Uncover the Cotswolds’ project should email <>   or register for updates via in a new window) <>  or speak with their local tourism officer.