VisitEngland Launches ‘My Coast Has The Most’ Campaign for Coastal Tourism in July 2026

VisitEngland is encouraging everyone from local businesses to the general public to join in celebrating England's beautiful coastline during a special week from 29 June to 5 July 2026. This initiative, known as the ‘My coast has the most…’ campaign, aims to highlight the importance of coastal tourism and inspire people to explore their local beaches and seaside towns.

Celebrating The Coastline

The ‘My coast has the most…’ campaign invites voices from all over England to showcase what makes their local coast unique. This includes contributions from tourism businesses, local communities, Mayors, MPs, and various attractions and hospitality providers. The goal is to create a nationwide buzz on social media, encouraging people to share videos that highlight the special features of their coastal areas.

Tourism Minister Stephanie Peacock commented on the campaign, saying, “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.” She noted that England's coastline, from Whitby to Blackpool, is filled with stunning destinations, and this campaign will showcase the attractions, local food, and heritage that make these areas special.

Encouraging Domestic Tourism

The campaign comes at a crucial time as domestic overnight trips to the seaside have seen a significant decline—down 18% compared to the previous year. VisitEngland's research indicates that even a small shift in holidaying habits could lead to substantial economic benefits. For instance, if just 10% of what Brits spend on foreign holidays was redirected to domestic trips, it could inject an impressive £8 billion into the economy.

Andrew Stokes, Director of VisitEngland, expressed the importance of local pride, stating:

“England’s coast is full of places that people feel incredibly proud of. This pride strengthens local communities and makes them places that we want to live and work in.”

He emphasized that the campaign aims to showcase the stories of local areas, inviting visitors to discover what makes each coastal spot special.

How to Get Involved

Those wishing to participate can create short videos using the phrase ‘My coast has the most…’ to highlight a particular aspect of their coastline. These videos should be shared on social media platforms with the hashtag #AllOnTheCoast during the campaign week. This initiative not only promotes local attractions but also helps to foster a sense of community pride.

VisitEngland is providing tools and guidance for participants, including a dedicated campaign page on their website.

The support includes templates and social media tips to help amplify the reach of the campaign. This effort is part of a broader strategy to boost coastal tourism throughout 2026, following a successful £1 million pilot campaign called ‘All on the North West Coast’ which aimed to promote domestic breaks to England’s North West coast.

Supporting Local Economies

The Great British Summer Savings scheme has also been introduced to make family outings more affordable this summer, helping to stimulate local economies. The UK Government has recognised the value of tourism, which contributes £127 billion annually to the economy and supports around 2.1 million jobs, particularly in coastal and rural areas.

As the summer holidays approach, this campaign serves as a timely reminder of the joys of exploring England’s coast. From invigorating coastal walks to vibrant festivals and local cuisine, there are countless experiences waiting to be enjoyed. The campaign not only promotes tourism but also reinforces the connection between communities and their local environments.

Looking Ahead

As the summer season unfolds, VisitEngland plans to build momentum for a major £2 million ‘All on the Coast’ marketing campaign set to launch in autumn 2026. This initiative aims to encourage more people to visit England’s coastal destinations during the shoulder season, ensuring that these beautiful areas remain vibrant and economically sustainable.

For anyone looking to enjoy a seaside break this summer, the ‘My coast has the most…’ campaign offers an excellent opportunity to discover the hidden gems along England's coastline. Whether it's a day at the beach, trying out local dishes, or participating in community events, there’s something for everyone to enjoy along the coast.