England’s coastline offers plenty of opportunities for outdoor adventures, whether that’s hiking along dramatic clifftop trails, taking to the water for surfing and paddleboarding, or exploring nature reserves and wildlife-rich landscapes.
Now, the VisitEngland tourism organisation is encouraging more people to discover these experiences with the launch of its new “All on England’s Coast” campaign, showcasing the variety of activities and attractions available across the country’s coastal destinations.
The £1.2 million advertising campaign, which launched at the end of September, aims to boost domestic coastal breaks and visitor spending through autumn and into 2027.
A particular focus is on active holidays and outdoor exploration, with the campaign highlighting everything from walking trails and wildlife encounters to coastal wellness experiences.
Outdoor adventures on England’s coast
The South West takes centre stage for outdoor enthusiasts, with VisitEngland designating Devon, Dorset, Somerset and Cornwall as its “Outdoor Coast”.
This region offers some of England’s best-known coastal adventures, including surfing on Cornwall’s Atlantic beaches, kayaking along Devon’s coastline and hiking sections of the South West Coast Path.
The Jurassic Coast, stretching across Dorset and East Devon, is another major attraction, combining spectacular coastal scenery with opportunities for walking, cycling and exploring its famous geological landmarks.
Beyond the South West, England’s coastline offers outdoor experiences for different interests and abilities.
In the North East and Yorkshire, the campaign’s “Historic Coast” combines maritime heritage with dramatic walking routes. Visitors can explore coastal trails in Northumberland and Yorkshire, where beaches, fishing villages and historic landmarks provide a backdrop for active escapes.
Meanwhile, the East of England’s “Nature Coast” highlights the wildlife, waterways and landscapes of Essex, Suffolk, Norfolk and Lincolnshire. Activities range from birdwatching and nature walks to exploring coastal waterways.
Five coastal experiences to discover
Alongside outdoor adventures, VisitEngland has divided the campaign into five themed coastal clusters, each showcasing a different side of England’s seaside destinations.
The North West’s “Classic Coast” focuses on traditional seaside holidays and short breaks, including destinations across Lancashire, Southport, Wirral and Cumbria.
In the South East, the “Creative Coast” covers Sussex, Hampshire, the Isle of Wight and Kent, with experiences centred on local food, wine, arts, culture and coastal wellbeing.
Together with the Outdoor, Historic and Nature clusters, the campaign aims to demonstrate that England’s coast offers much more than a traditional summer beach holiday.
Boosting coastal tourism
The campaign comes as VisitEngland research shows domestic coastal breaks have fallen by 18% year-on-year, with travellers also taking shorter trips, booking later and spending less.
VisitEngland director Andrew Stokes said: “England’s coastal destinations are among our greatest tourism assets, offering world-class experiences, stunning landscapes and vibrant communities. Our ‘All on England’s Coast’ campaign shines a spotlight on the people, places and businesses that make our coastline so special, inspiring more people to book a break and support local economies.
“Every part of England’s coastline has its own story to tell, from spectacular walking trails and wildlife-rich landscapes to culture, heritage, food and adventure. Whether visitors are looking for a short escape or a longer holiday, there’s something to suit every taste and budget. As we head into autumn, there has never been a better time to discover somewhere new, support local tourism businesses and enjoy everything England’s coast has to offer.”
See more at visitengland.com/coast
Images
- South West Coast Path in England (Photo by Crispin Jones on Unsplash)
- Watergate Bay in Cornwall, England (Photo by Nick Fewings on Unsplash)