United States and France Strengthen Tourism Ties with New Strategy to Boost North West England’s Appeal Through Enhanced Flight Routes and Marketing Initiatives

The United States and France are set to play a pivotal role in fueling a remarkable surge in tourism to North West England through an innovative strategy that enhances flight connectivity and launches a bold global marketing campaign. By boosting flight routes between Paris and Liverpool, as well as strengthening the Virgin Atlantic New York-Manchester connection, VisitBritain is targeting key international markets to bring more travelers to this culturally rich and diverse region. The initiative, backed by nearly £400,000 in funding, not only aims to increase accessibility but also focuses on showcasing the area’s unique blend of historic landmarks, natural beauty, and vibrant cities, making North West England a must-visit destination for tourists from both countries and beyond.

VisitBritain Unveils Strategy to Boost Tourism to North West England from the US and France

VisitBritain is stepping up its efforts to boost tourism to the North West of England by strengthening its international marketing initiatives. The campaign, with a significant backing of nearly £400,000, aims to draw more visitors from two of the UK’s top tourism markets—the United States and France. With a focus on improving flight connectivity and highlighting the region’s rich cultural, historical, and natural attractions, this strategy is set to make the North West a major tourism hub for international travelers.

One of the key elements of this strategy is the enhancement of flight routes. VisitBritain is working on increasing the frequency of flights between Paris and Liverpool, as well as enhancing the Virgin Atlantic New York to Manchester route. Both of these cities, Liverpool and Manchester, are vibrant cultural and commercial centers, and the goal is to make them more accessible to tourists looking to explore the North West.

In collaboration with a broad range 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 working to bolster the region’s tourism profile. The initiative, known as the GREAT Gateway Innovation Fund, is designed to further promote destinations like Chester, Cheshire, Cumbria, Peak District, and Wales—areas renowned for their scenic beauty, history, and unique cultural offerings.

Tourism from the US and France continues to be an important revenue source for the UK. In 2024, both countries ranked high as sources of inbound visitors to Britain, contributing significantly to the tourism economy. VisitBritain’s forecast for 2026 suggests an increase in the number of visitors from these countries. The US is expected to contribute 5.5 million visitors, while France is projected to send 3.7 million travelers. This will represent a 4% and 7% increase in visitor spend from these countries, translating to an estimated £7.6 billion and £2.2 billion, respectively.

A central element of VisitBritain’s promotional activities is the ‘Starring GREAT Britain’ campaign, which has proven to be a powerful tool in attracting international visitors. The campaign emphasizes iconic British locations featured in well-known films and TV shows. By highlighting the settings of famous productions, the campaign seeks to spark the curiosity of potential travelers, encouraging them to visit these sites in person. The initiative has already brought significant results, with £217 million in additional visitor spending between January and June 2025. For every pound invested in the campaign, £20 was spent by international visitors, illustrating the substantial return on investment in tourism promotion.

The focus on the North West is a strategic move, as the region is home to a range of attractions that appeal to a wide variety of travelers. From the historic city of Chester, with its Roman walls and medieval buildings, to the natural beauty of the Lake District in Cumbria, the North West offers something for every type of tourist. The Peak District, renowned for its picturesque landscapes and outdoor activities, and the cultural richness of Liverpool, which has UNESCO World Heritage status, further enhance the region’s appeal. Additionally, Wales offers spectacular coastal views, castles, and hiking opportunities, making it a perfect destination for nature lovers and history enthusiasts.

The expansion of international routes and the targeted marketing of these areas are expected to significantly increase the region’s tourism appeal. Not only will these efforts encourage visitors to explore the urban centers of Manchester and Liverpool, but they will also promote the surrounding rural and coastal areas, which are often less well known but offer exceptional natural beauty and historic significance.

In terms of long-term goals, VisitBritain’s strategy aims to increase the number of international visitors to the North West, strengthening its position as a must-visit destination in the UK. The improved flight connectivity, backed by the funding and coordinated marketing efforts, will allow travelers from the US and France to easily access the North West. The ultimate aim is to enhance the tourism experience and create lasting economic benefits for the region by fostering a positive image that will attract repeat visits.

As part of the GREAT Gateway Innovation Fund, VisitBritain’s collaboration with airports, airlines, and regional tourism boards demonstrates the importance of joint efforts to drive tourism growth. The initiative goes beyond simply advertising; it is about improving accessibility, providing exceptional visitor experiences, and showcasing the North West’s unique cultural and natural assets.

The United States and France are set to drive a significant tourism boost to North West England through enhanced flight routes and an ambitious global marketing campaign. This strategy aims to elevate the region’s cultural and natural attractions, making it a key destination for travelers from both nations.

The unveiling of this new strategy by VisitBritain signifies an ambitious push to elevate the North West of England as a key tourism destination. By targeting key international markets like the US and France, enhancing flight connections, and using successful campaigns such as ‘Starring GREAT Britain’, VisitBritain is working to ensure that the region continues to thrive as a top choice for global travelers, both now and in the years to come. With this concerted effort, the North West is poised to witness continued growth in both visitor arrivals and tourism spending.