The Northwest European Regional Development Fund (ERDF) Programme is pleased to announce £2.4 million of funding to support a unique programme of marketing activity to boost the region’s visitor economy over the next three years.

The campaign aims to increase visitor spend across the Northwest through focused promotion based on the key themes of Industrial Powerhouse (industrial heritage-based), Adventure Capital (outdoor activity) and Gardens of Distinction (horticultural heritage). The total value of the programme is £4.8 million, with match funding being provided through the region’s tourist boards, museums and attractions.

Each theme will focus on a particular sub-region and will be led by one of the region’s tourist boards; Marketing Manchester will steer the Industrial Powerhouse theme, Cumbria Tourism will lead on Adventure Capital and Visit Chester and Cheshire will coordinate the Gardens of Distinction theme. All three campaigns will build on the success of previous work by the Northwest Regional Development Agency (NWDA) and the tourist boards to drive up visitor numbers from national and international markets.

The marketing activity will be supported by three full-time coordinators who will work alongside industry partners to deliver the programme and aims to provide a significant economic boost for the Northwest’s tourism industry.

Steven Broomhead, Chief Executive of the Northwest Regional Development Agency (NWDA), said:

“Building on our work with the tourist boards in these areas, this marketing activity will highlight some of the region’s key strengths and will raise awareness of the Northwest as a world-class visitor destination. The three themes of industrial heritage, horticulture and outdoor activities appeal to a wide range of people and with targeted marketing we can boost their economic impact on the region.”

Cllr Flo Clucas, member of the ERDF Programme Monitoring Committee, added:

“The Northwest has so much to offer the visitor and we have learned how important it is to market our attractions to the world to attract people to our fantastic region. This project, with funding from the European Community will enable us to attract visitors and bring jobs and investment. It is a most welcome initiative.”