United States and France Enhance Tourism Bonds to Elevate North West England’s Appeal
Published on February 3, 2026
The United States and France are embarking on a transformative initiative aimed at invigorating tourism to North West England. This strategy hinges on augmenting flight connectivity and implementing a bold global marketing campaign.
By expanding flight routes between Paris and Liverpool and fortifying the Virgin Atlantic New York-Manchester link, VisitBritain is keenly targeting pivotal international markets, intent on ushering more visitors to this culturally diverse and historically rich region.
This initiative, bolstered by an investment nearing £400,000, aspires not only to improve accessibility but also to spotlight the area’s unique amalgamation of historic landmarks, stunning landscapes, and vibrant urban centers, thereby establishing North West England as an essential destination for travelers from both nations and beyond.
In an effort to enhance tourism in the North West, VisitBritain is amplifying its international marketing strategies. With substantial financing of approximately £400,000, the campaign aspires to attract a larger influx of visitors from two of the UK’s most significant tourism sources—the United States and France.
By elevating flight connectivity while emphasizing the region’s rich cultural, historical, and natural offerings, this initiative aims to position the North West as a premier tourism hub for discerning international travelers.
A cornerstone of this strategy is the amplification of flight routes. VisitBritain is actively working to increase flight frequencies between Paris and Liverpool, and to invigorate the Virgin Atlantic service from New York to Manchester.
These cities, Liverpool and Manchester, are vibrant epicenters of culture and commerce, and the objective is to render them more accessible to curious tourists eager to discover the North West.
In collaboration with an extensive array of partners, including Marketing Manchester, Liverpool City Region Destination Partnership, easyJet, Go North Wales Tourism, Liverpool John Lennon Airport, and Manchester Airports Group, VisitBritain is striving to elevate the tourism profile of the region.
The initiative, termed the GREAT Gateway Innovation Fund, is set to further promote attractions such as Chester, Cheshire, Cumbria, the Peak District, and Wales—notable for their striking beauty, historical significance, and unique cultural assets.
Tourism from the US and France remains a vital economic lifeline for the UK. In 2024, both nations were among the top countries contributing to inbound tourism to Britain, playing a substantial role in the national tourism economy.
According to VisitBritain’s projections for 2026, the number of visitors from these countries is anticipated to rise. The US could yield approximately 5.5 million visitors, while France is projected to contribute around 3.7 million travelers.
This would represent respective increments of 4% and 7% in visitor expenditure, equating to an estimated £7.6 billion and £2.2 billion, respectively.
A pivotal facet of VisitBritain’s promotional strategy is the ‘Starring GREAT Britain’ campaign, known for its efficacy in captivating international audiences. This initiative spotlights iconic British locales depicted in beloved films and television.
By leveraging the intrigue of renowned settings, the campaign endeavors to incite the curiosity of prospective travelers, encouraging them to experience these locations firsthand. The initiative has already yielded remarkable results, with £217 million attributed to heightened visitor spending from January to June 2025.
For every pound invested, international visitors spent £20, underscoring the substantial return on investment in tourism marketing.
Focusing on the North West is a strategic maneuver, as the region houses an array of attractions appealing to diverse traveler interests.
From the historic charm of Chester, marked by its Roman fortifications and medieval architecture, to the breathtaking vistas of the Lake District in Cumbria, the North West is a veritable treasure trove for tourists.
The Peak District, famed for its scenic landscapes and outdoor pursuits, alongside Liverpool’s rich cultural heritage—recognized by UNESCO—substantially enhances the region’s allure.
Moreover, Wales boasts stunning coastal panoramas, majestic castles, and appealing hiking trails, catering to lovers of nature and history alike.
The broadening of international routes and the focused marketing of these areas are poised to significantly augment the region’s tourism appeal.
Not only will these initiatives entice visitors to explore the urban vibrancy of Manchester and Liverpool, but they will also shine a light on the surrounding picturesque rural and coastal locales, often overlooked yet offering remarkable natural beauty and historical charm.
Looking ahead, VisitBritain’s overarching goal is to amplify international visitation to the North West, thus solidifying its status as an indispensable destination within the UK.
Enhanced flight connectivity, supported by substantial funding and coordinated marketing endeavors, will facilitate easier access for travelers from the US and France.
The ultimate aspiration is to elevate the tourism experience and engender long-term economic advantages for the region by cultivating a positive image that encourages repeat visits.
As part of the GREAT Gateway Innovation Fund, VisitBritain’s partnership with airports, airlines, and regional tourism boards underscores the necessity of collaborative efforts in stimulating tourism growth.
This initiative transcends mere advertising; it revolves around improving accessibility, delivering remarkable visitor experiences, and showcasing the North West’s distinct cultural and natural treasures.
The United States and France are poised to significantly enhance tourism to North West England through improved flight routes and an ambitious global marketing strategy.
This paradigm aims to elevate the region’s cultural and natural appeal, establishing it as a premier destination for travelers from these nations.
The unveiling of this comprehensive strategy by VisitBritain marks a decisive shift toward positioning the North West of England as a prominent tourism focal point.
By targeting vital international markets such as the US and France, fortifying flight connections, and harnessing the success of campaigns like ‘Starring GREAT Britain’, VisitBritain is devoted to ensuring that the region flourishes as a favored choice for global travelers, both in the present and future.
With this concerted initiative, the North West is on the cusp of experiencing sustained growth in visitor numbers and tourism expenditure.
Source link: Travelandtourworld.com.
