Liverpool (England), Joins Manchester (England), Paris (France), New York (USA) and the Stunning Lake District in a Tourism Uprising, Unlocking Epic Journeys Through North Wales’ Thrilling Outdoors, Chester’s Rich Heritage, and More Unforgettable British Experiences

VisitBritain has set the stage for a major transformation in UK tourism with its bold new initiative aimed at attracting more international visitors to Liverpool, Manchester, North Wales, the Lake District, and Chester. By promoting direct flights from Paris and New York, VisitBritain seeks to shift the flow of international tourism from the usual London-centric experience to a more diverse and immersive regional exploration. Through a strategic investment of £400,000 in the GREAT Gateway Innovation Fund, this initiative is set to boost travel to the North West and Wales, positioning these regions as new, compelling entry points for American and French tourists eager to experience the UK beyond its capital.

Why This Matters: A Strategic Shift for British Tourism

For decades, London has been the overwhelming focus of inbound tourism to the UK. However, VisitBritain is now pivoting towards regional gateways to bring attention to the diverse destinations of the North West of England and Wales. This strategic shift is not just about diversifying visitor arrivals—it’s about creating economic opportunities in regions outside the capital.

Through targeted marketing and collaborative partnerships, Liverpool and Manchester will serve as key entry points for international tourists from Paris and New York. These cities will act as launching pads for exploring the Lake District, Chester, and North Wales. By making it easier for American and French tourists to access the north via easyJet’s Paris to Liverpool route and Virgin Atlantic’s New York to Manchester flights, VisitBritain is ensuring that these regions see a surge in visitors, thereby spreading the economic benefits of tourism more evenly across the UK.

Key Routes and Their Impact: Paris to Liverpool and New York to Manchester

Two of the primary routes being promoted by VisitBritain are easyJet’s Paris–Liverpool flights and Virgin Atlantic’s New York–Manchester services. These direct connections are strategically positioned to unlock access to key destinations across the North West of England and Wales. Let’s explore how these routes are expected to shape tourism trends.

Table: Key Routes and Expected Impact

Flight Route	Airline	Primary Market	Key Destinations	Impact Goals
Paris to Liverpool	easyJet	French tourists	Liverpool, Lake District, Chester, North Wales	Increase French tourism, boost visits to regional landmarks
New York to Manchester	Virgin Atlantic	American tourists	Manchester, Peak District, Chester, Lancashire	Target American visitors, expand tourism to northern regions

By connecting Paris directly to Liverpool and New York to Manchester, these flights enable visitors to immerse themselves in the unique culture and landscapes of the Lake District, Chester, and North Wales—regions historically underrepresented in international travel marketing.

A £400,000 Investment to Boost Regional Tourism

VisitBritain’s £400,000 funding allocated to Liverpool City Region Destination Partnership and Marketing Manchester will support a series of marketing campaigns to target international tourists from France and the United States. These campaigns will highlight the cultural offerings, natural beauty, and historical landmarks of the North West of England and Wales, offering visitors a seamless travel experience that connects Manchester and Liverpool to surrounding regions.

Chart: Projected Impact of the £400,000 Funding on Regional Tourism

Expected Growth in Visitor Numbers and Spending (2026)

• USA: 5.5 million visits projected, £7.6 billion spend
• France: 3.7 million visits projected, £2.2 billion spend

The Role of Screen Tourism in Attracting International Visitors

One of the most exciting components of VisitBritain’s campaign is the ‘Starring GREAT Britain’ campaign, which leverages the popularity of screen tourism to draw visitors to iconic filming locations across the UK. Tourists from France and the United States will be encouraged to visit places they’ve seen on screen, including locations in Liverpool, the Lake District, and North Wales. For example, the Lake District was featured in Mission Impossible: Fallout, while North Wales is known for its Harry Potter and The Lion King filming locations.

Screen tourism has been shown to drive real-world visits to destinations, and VisitBritain has seen a £217 million boost in visitor spending thanks to this campaign. For every £1 spent on the campaign, £20 in additional spending was generated by international visitors.

Tourism Forecast for 2026: How France and the USA Are Key Markets

With France and the United States remaining two of the UK’s largest sources of international visitors, VisitBritain has high expectations for 2026 tourism growth. Projections show significant increases in both the number of visitors and visitor spending from these countries:

Table: Tourism Projections for 2026 from France and the USA

Country	Projected Visits	Projected Spend	Growth (Visits)	Growth (Spend)
United States	5.5 million	£7.6 billion	+1%	+4%
France	3.7 million	£2.2 billion	+4%	+7%

This expected growth demonstrates the success of the gateway initiative, encouraging French and American visitors to travel directly to Liverpool and Manchester, bypassing London to access the best of the UK’s regional destinations.

Liverpool and Manchester as Key Regional Gateways

Liverpool and Manchester will serve as key regional gateways, facilitating greater tourism dispersal to the wider North West and Wales. As part of the GREAT Gateway Innovation Fund, these cities will be showcased not only as destinations in their own right but also as access points to the Lake District, Chester, and North Wales—regions that offer both urban excitement and natural beauty.

By focusing on direct flights, VisitBritain aims to make regional travel more accessible for international visitors. In addition to the cultural and natural experiences available in Liverpool, Manchester, and surrounding areas, visitors will also be encouraged to extend their stays by exploring nearby locations like the Peak District, Chester, and Lancashire.

Collaborative Partnerships: A United Effort for Regional Tourism Growth

To ensure the success of this initiative, VisitBritain has teamed up with multiple key partners across the tourism sector. These include airlines like easyJet and Virgin Atlantic, airports such as Manchester Airport and Liverpool John Lennon Airport, and regional tourism boards like Cumbria Tourism and Visit Wales.

By working together, these partners are helping to create a cohesive tourism experience that will guide international visitors through a journey of exploration, from Liverpool’s vibrant culture to North Wales’ adventure-filled landscapes, and from the historic beauty of Chester to the peaceful serenity of the Lake District. This multi-sector collaboration ensures that the £400,000 investment will have a far-reaching impact across the UK’s regional tourism landscape.

The Future of UK Regional Tourism: Expanding Access and Opportunity

This groundbreaking initiative by VisitBritain represents a significant step in decentralising UK tourism, ensuring that more regions—specifically Liverpool, Manchester, North Wales, and the Lake District—are positioned as leading destinations for international travellers. Through strategic partnerships, direct flight routes, and innovative marketing campaigns like the ‘Starring GREAT Britain’ campaign, VisitBritain is successfully expanding the UK’s tourism offerings beyond London.

As tourist arrivals from Paris and New York increase, these regions will benefit from an economic uplift, with more international visitors exploring the best that Liverpool, Manchester, and the surrounding areas have to offer. By making it easier for American and French visitors to access these regional gateways, VisitBritain is not only growing tourism but ensuring that the benefits are shared across a wider area.

Conclusion: A New Era of Regional Tourism for the UK

Through the £400,000 investment in Liverpool and Manchester, VisitBritain has set the stage for a revolutionary shift in how international tourists experience the UK. By positioning regional gateways as accessible and enticing options, the initiative ensures that visitors can experience the best of Liverpool, Manchester, and the North West, while contributing to a more equitable tourism distribution across the UK. As the GREAT Gateway Innovation Fund continues to unlock the potential of the Lake District, Chester, and North Wales, these regions will thrive as must-visit destinations in their own right, ensuring that the UK’s tourism future is bright and diverse.

The post Liverpool (England), Joins Manchester (England), Paris (France), New York (USA) and the Stunning Lake District in a Tourism Uprising, Unlocking Epic Journeys Through North Wales’ Thrilling Outdoors, Chester’s Rich Heritage, and More Unforgettable British Experiences appeared first on Travel And Tour World.