VisitBritain and Bristol Airport have agreed a three-year partnership to promote south west England to overseas visitors.
The joint marketing fund will focus on France in year one, working with airline partners to build on the existing network from Bristol Airport, which is currently served by scheduled services to 13 French cities.
Destination management organisations across the region can get involved, with Destination Bristol co-ordinating local knowledge and content.
The south west features tourist attractions such as Stonehenge and the World Heritage City of Bath, as well as attractive countryside and coastline. Bristol itself is a centre for street art – and the home of Banksy.
Nigel Scott, the airport’s business development director, said: “By teaming up with VisitBritain we aim to spread the word to potential international visitors about the wonderful part of the world on our doorstep.
“Visitors flying directly into the south west stay in the region for longer and spend more than those who arrive through other gateways.”
Carol Dray, VisitBritain commercial director, added: “Increasing regional connectivity not only makes it easier for visitors to see more of Britain and the south west, it boosts economic growth, and helps keep us an attractive destination in this fiercely competitive global market.”
Bristol Airport is celebrating 60 years at its current site during 2017.
Pictured are Scott (left) and Dray.