Cycling and eastern England projects win tourism funding

A touring route along the east of England and a cycling holiday project are the latest two schemes to win financial backing from the £40 million Discover England Fund.

The two large-scale bids, worth up to £1 million, will target European visitors and enhance England’s competitive tourism offer.

The successful projects follow the 38 bids that have secured funding so far from the Discover England Fund.

Sally Balcombe, VisitEngland chief executive, said: “The Discover England Fund continues to raise the bar of England’s tourism offer, creating diverse and unexpected products for the consumer market.

“From cycle routes in Yorkshire and Lincolnshire to a touring route along the east of England, the fund is creating tailor-made packages targeting markets and driving the value of tourism throughout the country.”

The two successful applicants are:

• East of England Touring Route, led by NewcastleGateshead Initiative.

This bid will target the German market and create a 300-mile touring route along the length of eastern England from London to Northumberland.

Packaging well-known destinations with those that are off-the beaten track, the project will develop itineraries that include attractions, accommodation, places to eat and activities.

• Cycle England, led by Welcome to Yorkshire.

Cycle England will develop cycling tourism breaks aimed at the Dutch and German markets. The initiative will bring together bookable, end-to-end cycling holiday experiences across Yorkshire and Lincolnshire and will target visiting cyclists of all levels.

Pictured: Cyclists in Dalby Forest, North York Moors National Park. VisitEngland/Dalby Bike Barn/Joolze Dymond.

visitbritain.org/discover-england-fund