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VisitEngland launches first round of funding to boost inbound incentives

Leopold Marketing wins part of £40m Discover England fund to grow incentive travel in English regions

Pictured: Sally Balcombe, chief executive of VisitEngland

Leopold Marketing has been named by VisitEngland as one of a number of successful first round applicants to receive funding from the £40m Discover England Fund. 

Incentive England, which will be brought to market by the specialist destination marketing agency, will see the delivery of an intensive programme of product development, client engagement and business coaching designed to grow market share in the English regions from the high-value incentive travel sector.

Incentive England will be operated to a model tested in the North of England earlier this year, the programme will see a number of phases of activity delivered concurrently to ensure the provision of ‘bookable’ incentive tourism products across the English regions.

Leo Platt, MD of Leopold Marketing, said: “The English regions offer a rich melting pot of unbeatable experiences, attractions and high quality accommodation that is ideal for the high value incentive travel sector. Fused with our unique culture, heritage, beautiful countryside and vibrant city-scenes it is clear to see that England has a lot to offer incentive planners.

“We are thrilled to be announced as a successful first-round applicant to the Discover England Fund. Through working with established stakeholders, the wider industry and the Fund we will deliver a programme of innovative activity to firmly put the English regions on the incentive tourism map and drive high-quality business to tourism organisations right across the country.”

Targeting the incentive travel market from China, North America and the Middle East, Leopold Marketing will develop incentive itineraries, coach English tourism business on how to service the sector and engage with not only UK based destination management companies (DMCs) but also target incentive houses overseas to raise awareness and encourage bookings. 

All products, video itineraries and business training resources will also feature on a cloud-based database to ensure maximum reach and engagement.

Sally Balcombe, chief executive of VisitEngland, said: “Incentive travel is a fast-growing and competitive sector of the business tourism industry and this investment will increase England’s market share by building world-class tourism products that convert aspiration to visit into bookings as we drive inbound growth in tourism and spread its economic benefits across the regions of England.”

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