England’s Week-Long Celebration of Tourism Industry Fast Approaching

Ever get that feeling when the days start getting a bit longer and the sun feels a little warmer? It often sparks an urge to get out and do something different, but the thought of planning a massive trip can be a bit much. Well, what if the best adventures were right on the doorstep? That's the idea behind English Tourism Week, a fantastic annual celebration of all the brilliant things to see and do in England. This year, from the 13th to the 22nd of March, VisitEngland is putting the spotlight on the incredible tourism industry and encouraging everyone to explore the amazing places closer to home. It’s a whole week dedicated to appreciating the visitor attractions and businesses that make our local areas unique.

So, what's English Tourism Week all about?

Think of it as a nationwide celebration of everything that makes England a brilliant place for a holiday, or even just a day out. It’s an annual campaign organised by VisitEngland to showcase the importance of the tourism sector. For one week, the entire industry comes together – from tiny B&Bs and local cafes to massive theme parks and historic cities. The goal is to highlight just how much tourism contributes to local communities and the national economy. It’s also about reminding people of the amazing quality and variety on offer for domestic breaks. You don’t need a passport to find world-class destinations. This year's celebration is running with the theme ‘Local Stories National Growth’, which is all about shining a light on the people, places, and businesses that are the true heart of England's tourism offer.

It’s easy to forget that the tourism industry is a massive part of the country's economy. It’s actually one of England's biggest and most valuable industries, contributing a whopping £127 billion. It also supports more than two million jobs, from the person who sells you an ice cream on the pier to the guide showing you around a castle. These are often small and medium-sized businesses that rely on every single visitor. When people explore their local attractions, they’re not just having a good time, they are supporting jobs and helping their communities thrive. This event is a reminder of the powerful visitor economy and its impact on everyone's lives, making it more than just a week of fun activities; it's a vital campaign for the whole tourism industry.

A spotlight on local heroes and hidden gems

The ‘Local Stories National Growth’ theme is particularly brilliant because it gets to the core of what makes a place special. It’s not just about the big, famous landmarks, it’s about the unique experiences and the hard-working people behind them. Think about that little independent bookshop with a knowledgeable owner, the farm shop that sells the best local cheese, or the volunteer-run steam railway chugging through the beautiful countryside. These are the places that give our towns and villages character, and they are a huge part of the tourism offer. This week is a chance to discover these local stories and support the businesses that make our destinations so special.

The Minister for Tourism, Stephanie Peacock MP, really captured this spirit.

“English Tourism Week is a celebration of our vibrant and diverse tourism sector. It plays a vital role in our national economic landscape - supporting jobs, driving investment, and sustaining communities across the country. This Government has an ambition to attract 50 million visitors a year by 2030, and English Tourism Week is the perfect opportunity to showcase our exceptional domestic offer. From independent guesthouses in Cornwall and vineyard tours in Kent to heritage railways in North Yorkshire and the seaside resorts of the North West, these landmarks give our destinations their distinctive character. Without them, we would lose the very heart and soul of our tourism offer. We want to recognise the small businesses that form the backbone of the visitor economy. By encouraging people to discover the incredible places on offer closer to home, we can support local livelihoods and ensure our tourism sector continues to thrive for generations to come."

The perfect time to explore

With spring just around the corner, there’s no better time to get out and about. The English Tourism Week campaign is a great nudge to shake off the winter blues and rediscover the amazing variety England has to offer. Whether it's exploring vibrant cities, hiking in the rolling countryside, or breathing in the sea air at one of the many stunning coastal gems, there are endless options for fantastic domestic breaks. The tourism industry provides a huge range of experiences for every type of visitor.

VisitEngland Director Andrew Stokes also shared his thoughts on the importance of the week.

“English Tourism Week is all about shining the spotlight on our outstanding tourism offer and with spring on the horizon, now is the perfect time to get out exploring our stunning countryside, vibrant cities and coastal gems. Tourism is a powerhouse industry that delivers billions for the economy, supports millions of jobs and boosts communities locally. We also know that the picture remains mixed for many destinations across England, highlighting the challenges for tourism businesses. I encourage everyone to get out and discover their local stories, celebrate the hard-working people who go above and beyond for visitors and grow our world-class tourism industry.”

How can everyone get involved in the celebration?

Getting involved is the easiest part! It can be as simple as visiting a local museum you’ve never been to, having lunch at a pub in a nearby village, or booking one of those domestic breaks you've been thinking about. During the week, from 13-22 March, everyone is encouraged to share their experiences on social media using the hashtag #EnglishTourismWeek26. It’s a great way to show support for the tourism sector and share your own local stories.

Beyond individuals, VisitEngland is also encouraging stakeholders at all levels to participate. This includes MPs and local authorities, who are being asked to visit local tourism businesses and attractions to see first-hand the amazing work they do. The entire event is happening as the Government develops its new Visitor Economy Strategy, making this celebration of the tourism industry more timely than ever.

And there’s more! The week will also see the grand finale of VisitEngland’s Tourism Superstar 2026 competition. This is an award that recognises individuals in the tourism industry who go the extra mile to make a visitor's experience special. Voting remains open until midnight on 22 March, so there’s still time to have a say and celebrate the people who make the tourism sector shine. It's a brilliant way to wrap up a week dedicated to the industry and all its hardworking people.