London. Photo: JeanLucIchard / Shutterstock England’s tourism industry is getting its moment in the spotlight as English Tourism Week returns from March 13 to March 22. The annual initiative, organized by VisitEngland, the non-departmental public body set up under the Development of Tourism Act 1969 and funded by the UK Government’s Department for Culture, Media and Sport (DCMS).
The event is designed to highlight the role tourism plays in local communities and the national economy while encouraging people to explore destinations closer to home.
Throughout the week, tourism businesses, visitor attractions, and destinations across the country are invited to take part in the celebration. The goal is to showcase the diversity of England’s travel experiences and remind both residents and policymakers just how important the sector is.
This year’s campaign carries the theme “Local Stories National Growth.” The message focuses on the people and places that shape England’s tourism industry, from small family-run guesthouses to iconic attractions and unique local experiences. VisitEngland hopes the campaign will also encourage more domestic travel, particularly as the spring season begins.
Tourism Minister Stephanie Peacock MP said the week is an opportunity to celebrate the strength and diversity of England’s tourism sector and recognize its wider economic value.
“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,” she said.
Peacock also highlighted the government’s ambition to attract 50 million visitors a year by 2030, noting that tourism businesses across England play a key role in achieving that goal.
“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,” she said.
She added that smaller tourism businesses remain the backbone of the visitor economy.
“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.”
VisitEngland Director Andrew Stokes said the timing of the campaign is ideal as the warmer months approach and people start planning spring trips and weekend getaways.
“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,” he said.
Stokes also pointed out that tourism continues to be one of the country’s most important industries, supporting millions of jobs and contributing billions to the economy.
During the week, VisitEngland is encouraging the public to support local tourism by sharing experiences on social media using the hashtag #EnglishTourismWeek26.
The campaign will also mark the conclusion of the Tourism Superstar 2026 competition, which celebrates individuals working in the industry who go above and beyond for visitors. Voting remains open until midnight on March 22, with the winner announced shortly after.
English Tourism Week also arrives as the UK government continues working with industry stakeholders to develop its upcoming Visitor Economy Strategy.
Tourism remains one of England’s most valuable industries, supporting more than two million jobs and contributing an estimated £127 billion to the economy each year.