At a glance

Dorset Cottage Holidays supports VisitEngland's new campaign aimed at boosting domestic coastal tourism, as bookings for such breaks have declined by 18% year-on-year. The campaign, 'All on England's Coast', promotes outdoor adventures and local attractions to encourage more people to choose coastal getaways, potentially adding £8 billion to the economy if overseas travel spending shifts domestically. The initiative is seen as beneficial for local businesses in Dorset, which relies heavily on tourism.

Dorset Cottage Holidays, https://dhcottages.co.uk/ an independent, family run holiday letting company based in Corfe Castle, has welcomed VisitEngland’s new national campaign to inspire more people to book a coastal getaway this autumn and into 2027.

Phase one of the ‘All on England’s Coast’ campaign runs until 1st November and showcases outdoor adventures, wildlife, heritage, food and traditional seaside escapes through five themed coastal clusters: Creative, Nature, Outdoor, Historic and Classic. Dorset sits within the Outdoor Coast cluster in the South West, which centres on coastal exploration, seasonal food and wellness. The campaign launches as VisitEngland research shows domestic coastal breaks are down 18% year-on-year, with travellers taking shorter trips, booking later and spending less. VisitEngland estimates that if just 10% of spending on overseas travel were redirected to domestic holidays, it could generate an additional £8 billion for the economy.

Dorset Cottage Holidays has been operating for more than 25 years and manages over 100 holiday properties across the county.

Director Leanne Hemingway said: “We are really pleased to see VisitEngland putting such a strong focus on the English coast. Dorset has so much to offer, from the Jurassic Coast and the traditional seaside attractions, to its villages, food and walking routes, and a campaign like this helps remind people how much there is to enjoy by the coast in the UK. “Working closely with the local business community, we see every day how much visitors mean to the local economy, from pubs and farm shops to attractions and independent businesses. Anything that encourages more people to book a break in Dorset supports them all.”

The first phase of VisitEngland’s £1.2 million advertising campaign runs until 1st November, and returns from February to March 2027. It will appear across radio, podcasts, social media and digital channels, targeting families and younger adults. Tourism businesses and destinations are encouraged to use the campaign assets and share content with the hashtag #AllOnTheCoast.

Further information on the campaign is available at https://www.visitbritain.org/all-englands-coast-campaign

Editorial insight

VisitEngland’s latest campaign to boost domestic coastal tourism comes at a time when many operators, particularly in well-known destinations like Dorset, are feeling the impact of shifting travel habits. With data showing a notable fall in coastal breaks and consumer spend, the push to encourage UK travellers to rediscover local seaside destinations is likely to be welcomed by independent businesses dependent on seasonal footfall.

For holiday letting agencies and the wider hospitality sector in Dorset, any national initiative that helps extend the season or draws attention to the region’s attractions could provide a valuable lift. The campaign’s focus on themed experiences and digital outreach aligns with changing consumer preferences, and its timing ahead of the autumn period may help counteract the recent dip in bookings. Local operators will be watching closely to see whether the campaign translates into increased demand and longer stays.

Story ideas and journalist angles

Consumer trend

Changing Trends in UK Coastal Tourism: Shorter, Later, Cheaper

Investigate the shifting consumer behaviours in UK coastal tourism, including shorter stays, later bookings, and reduced spending, as highlighted by VisitEngland's recent research.

Target audience national-news Story potential 8/10 Economic impact

Impact of VisitEngland’s Coastal Campaign on Dorset’s Economy

Examine how VisitEngland's 'All on England's Coast' campaign could influence Dorset's local economy, particularly in light of recent declines in domestic coastal tourism.

Target audience regional-news Story potential 7/10