English Tourism Week returns this year from March 14-23, 2025. The annual campaign, coordinated by VisitEngland raises awareness of the industry’s impact among key stakeholders including ministers, members of Parliament (MP), and media members. As a sector, tourism in England supports small and medium businesses, employs more than two million people, and is worth more than £76 billion annually in domestic visitor spending. During the weeklong celebration, VisitEngland also encourages MPs, local authorities, the UK Government, and other stakeholders to get involved, for example by visiting local tourism businesses and attractions during the week, demonstrating to decision-makers the importance of the tourism sector across England. The campaign focuses on key areas such as increasing awareness of the variety of tourism offerings throughout England to boost domestic breaks.  

This year’s slogan, “Supporting People and Places to Drive Growth,” is accompanied by a toolkit providing branded imagery, templates, and logos for destinations to promote tourism in England. The images shared with partners, stakeholders, and residents help amplify the message of the tourism sector's value and quality in England. New this year are Instagram-related branded templates, photos, and story reels aimed at promoting the tourism sector’s positive on business leaders, industry partners, and local community members throughout the country. Additional resources include the VisitBritain Assets Library, which has downloadable images and videos for additional talking points and marketing assets. Throughout the week, organizations are encouraged to post and share messages supporting English Tourism Week and encouraging industry partners and stakeholders to get involved. 

As part of the mission to put tourism at the forefront of stakeholders' agendas, the annual celebration showcases the work done to build strong and resilient destinations throughout the country. Stakeholders are encouraged to visit an attraction or accommodation provider in their constituencies and arrange visits through destination organizations and local economic partnerships. On social media, stakeholders are encouraged to post their favorite destination in England or holiday memory using the hashtag #EnglishTourismWeek25. Additionally, the week demonstrates how tourism benefits everyone in England: visitors, residents, and businesses. The industry is a major employer of young people, an incubator of entrepreneurship, and a positive influence on economic growth. 

“English Tourism Week celebrates and acknowledges the hard-working people right across our industry who go above and beyond for our visitors to provide outstanding experiences. It is also a valuable opportunity to highlight the economic importance of tourism, an industry that supports jobs, businesses, and local economies right across England.” - Andrew Stokes OBE, VisitEngland Director

Tourism Super Star Award

In the run-up to the week, VisitEngland also hosts a superstar tourism competition highlighting those in the industry who provide exceptional visitor experiences throughout the country. Voting for this year’s superstar award concludes at the end of English Tourism Week where a winner is crowned, based on the highest number of votes received. This year’s competition participants include wildlife rangers, tour guides, visitor experience, and front-line employees in the accommodation, transportation, and restaurant sectors. Employers, colleagues, and industry partners nominate individuals for the Superstar Award to highlight individuals who make a difference in England’s visitor economy. To learn more about the specific roles of each finalist and their contribution to enhancing tourism, the public is invited to watch this year's short films featuring each nominee. Among this year's finalists are those working in tourism-related roles at Muncaster Castle in Cumbria, Wildlife Animal Sanctuary on the Isle of Wight, and Leicester Museum & Galleries. We encourage you to view the complete list of this year’s nominees here.