Josh MacAlister MP welcomed senior leaders from VisitEngland to West Cumbria this week as part of a major new Government-backed campaign to promote domestic tourism to the North West’s coastal communities, including St. Bees and Whitehaven.
The £1 million VisitEngland campaign aims to drive more day trips and overnight stays to seaside destinations across the North West, helping to unlock the enormous economic potential of coastal towns like ours.
The visitor economy is already a cornerstone of England’s prosperity, with domestic tourists spending £76 billion nationwide in 2024. However, research shows that domestic trips to the seaside are down 11% year on year, highlighting a significant opportunity for growth.
Josh MacAlister MP said:
“West Cumbria’s coastline is one of the most beautiful and distinctive in the country. From the dramatic cliffs and sandy beach of St. Bees to the rich maritime heritage of Whitehaven’s harbour, we have so much to offer visitors all year round.
“Tourism means jobs, investment and pride of place for our communities. This campaign is about making sure more families across the country choose West Cumbria for weekend breaks, walking holidays and seaside stays – not just in the height of summer, but throughout the year.
“By backing our coastal towns, we are backing local businesses, supporting hospitality jobs and helping our high streets thrive.”
During their visit, VisitEngland’s leadership team met with local tourism operators, hospitality businesses and community representatives to showcase the unique offer of West Cumbria – from coastal walking routes and heritage attractions to independent restaurants and family-friendly beaches.
Andrew Stokes OBE, Director of VisitEngland, said:
“England’s seaside towns hold a special place in our national story, and places like St. Bees and Whitehaven offer visitors a truly distinctive coastal experience – from spectacular scenery and outdoor adventure to heritage and warm Cumbrian hospitality.
“Domestic tourism is worth billions to our economy, and there is clear potential to grow the share enjoyed by coastal communities. Through this campaign, we want to inspire more people to discover the North West’s coastline, stay longer, and explore beyond the traditional summer season.
“By working in partnership with local leaders and businesses, we can ensure tourism delivers sustainable, year-round benefits for communities across West Cumbria.”
Josh added:
“There is huge untapped potential here. With better promotion and national visibility, we can ensure West Cumbria gets its fair share of the £76 billion domestic tourism market.
“I will continue working with VisitEngland, local businesses and the Government to champion our coastline and ensure the benefits of tourism are felt right across our community.”
Josh MacAlister MP 