Arts Council England and national tourist board VisitEngland have announced a new partnership aimed at boosting cultural tourism.
The three-year arrangement will see the two organisations collaborating on a portfolio of projects as well as sharing research findings and seeking to improve skills in both sectors. A pot of £3 million will be made available from ACE Lottery funding in June and is intended to directly encourage local culture and tourism initiatives.
ACE chief executive Alan Davey said the partnership “will allow us to explore new ways, at both local and national levels, in which we can continue to draw potential visitors and audiences to these shores for the benefit of the sector, local communities and critically, to help grow the economy”.
Welcoming the announcement, culture secretary Maria Miller said: “Our country is renowned around the world as a top cultural tourist destination – with iconic heritage sites, museums and theatres; the industry has a strong role to play in our economic growth. It makes sense that our cultural and tourist industries join forces, as in many cases they are two sides of the same coin. This new partnership will help local organisations give both tourism and cultural sectors a boost”.