Bacta has endorsed VisitEngland’s national campaign to encourage more holidaymakers to visit the coast but has warned that key components of the seaside experience will be put at ‘extreme risk’ if Chancellor John Healey’s first budget includes an uplift in MGD.
The national campaign entitled ‘All on England’s Coast’ is rolling out across radio, podcasts and social media in the coming weeks, and has been created to inspire more domestic breaks and support coastal destinations and businesses.
It comes against a concerning backdrop of decline with VisitEngland research showing that domestic coastal breaks are down 18 percent year-on-year. According to the government-funded organisation the opportunity is significant. It claims that if just 10 percent of spending on overseas travel was redirected to domestic holidays, it would generate an additional £8 billion for the economy.
Commenting on the campaign, Bacta Director of Communications Allaster Gair said: “We fully endorse the initiative launched by VisitEngland and encourage our members who contribute so significantly to the vibrancy of coastal towns and cities to get involved in any way that they can.”
He added: “The consumer research which underpins the campaign identified what consumers like and want from a visit to the seaside much of which is provided directly by our members.
“The findings from a sample of 1,755 adults cited the top four seaside activities as being Eating Fish and Chips (46 percent), Walking Along the Promenade (46 percent), Enjoying Ice Cream (34 percent) and Walking Down A Pier (32 percent).
“Other drivers for holidaying at the coast were quoted as being to experience the buzz of the seaside (24 percent) and to access the range of family friendly activities on offer (18 percent).
Bacta members play a pivotal role in delivering all of these activities and anything that undermines their ability to trade profitably – such as tax hikes – will, as a consequence diminish the seaside holiday experience. When businesses cease trading towns enter a spiral of decline and not unsurprisingly become less attractive as a place to holiday.
“Government must avoid the self-harm that an increase in MGD will cause and in the process, help support the tourism industry which supports more than two million jobs, sustains hundreds of thousands of small and medium-sized businesses, and generates £127 billion annually for the economy.”
Commenting on the importance of the seaside, Tourism Minister Stephanie Peacock said: “Tourism sits at the heart of our coastal communities, with millions of people choosing to visit the British seaside every year for their holidays. The sector not only provides fantastic days out but is also a key part of the economy.
“For me, there is something truly special about a trip to the seaside. I have so many fantastic memories of holidays around the UK growing up, and it is a real pleasure to continue discovering new places along our coastline. In the past month alone, I have visited Blackpool’s iconic seaside resort, Dorset’s famous Jurassic Coast and enjoyed a traditional cream tea in Devon.”
VisitEngland is working with Local Visitor Economy Partnerships (LVEPs) in coastal destinations and tourism businesses to bring the campaign to life, targeting families and younger adults. Tourism businesses, visitor attractions and destinations can access campaign assets and content at https://www.visitbritain.org/all-englands-coast-campaign.
We do like to be beside the seaside
Allaster Gair said……. “Government must avoid the self-harm that an increase in MGD will cause and in the process, help support the tourism industry which supports more than two million jobs, sustains hundreds of thousands of small and medium-sized businesses, and generates £127 billion annually for the economy……
Originally published on Coinslot on October 19, 2026. Republished with permission.