VisitBlackpool

VisitBlackpool
Name	VisitBlackpool
Formation	2000s
Type	Destination marketing organisation
Headquarters	Blackpool, Lancashire
Region served	Blackpool and Fylde Coast
Leader title	Chief Executive

VisitBlackpool is the principal destination marketing and management organisation for Blackpool and the Fylde Coast, responsible for promotion, events coordination, and visitor information for the seaside resort. It works with civic bodies, cultural institutions, transport operators, hospitality firms and event promoters to attract domestic and international visitors, support festivals, and maintain heritage attractions. The organisation operates in the context of national tourism strategies and regional development frameworks.

History

VisitBlackpool traces its origins to municipal tourism bureaux and business improvement initiatives in Blackpool and Lancashire during the late 20th century, succeeding earlier visitor information offices linked to Blackpool Council and local trade associations. Its development intersected with regeneration programmes tied to the revitalisation of the Blackpool Tower, the restoration of the Blackpool Illuminations, and investments connected to the Blackpool Pleasure Beach and the redevelopment of the Winter Gardens. Over time it formed partnerships with regional bodies such as VisitEngland, VisitBritain, and the former North West Development Agency, and engaged with national grant schemes tied to heritage bodies like Historic England and cultural funders including the Arts Council England.

Attractions and Events

VisitBlackpool promotes signature attractions including the Blackpool Tower Ballroom, Blackpool Tower Circus, Blackpool Pleasure Beach, and the annual Blackpool Illuminations display, while coordinating with venues such as the Winter Gardens complex, the Empress Ballroom, and local theatres that host touring productions and competitions. It helps stage events ranging from the Blackpool Dance Festival to motor shows, conferences linked to the Mere View and local conference facilities, and summer programmes that tie into attractions like the Sea Life Blackpool aquarium and the Sandcastle Waterpark. VisitBlackpool liaises with heritage sites such as the Marton Moss and the Stanley Park conservation initiatives, and works alongside cultural organisations including the Blackpool Grand Theatre, Fylde Folk Museum, and music promoters tied to venues on the promenade.

Tourism Services and Marketing

As a destination management and marketing organisation, VisitBlackpool provides visitor information services, campaign delivery, trade-facing sales support, and digital content creation, working with partners such as regional tourism boards VisitEngland, national agencies like VisitBritain, and commercial stakeholders including hotel groups, event organisers, and conference bureaux. The organisation develops itineraries that integrate coastal experiences with nearby offers from Fleetwood, Morecambe, and Lytham St Annes, and negotiates cooperative arrangements with cruise operators, coach companies such as those operating from Blackpool North railway station and Blackpool South railway station, and airlines serving Manchester Airport and Liverpool John Lennon Airport for inbound tourism. It also supports trade events, bed-tax proposals, and collaborative product development with attractions managed by operators including Merlin Entertainments and independent proprietors.

Economy and Impact

VisitBlackpool’s activity contributes to local income generation through visitor spending at hotels, entertainment venues, retail outlets, and food and beverage operators along the promenade and the town centre. The organisation measures economic impact in terms comparable to regional analyses by Cumbria and other Lancashire coastal towns, aligning with metrics used by Office for National Statistics tourism reports and regional economic strategies. Promotion of conferences and exhibitions seeks to diversify the market beyond seasonal leisure demand, targeting business tourism linked to entities such as trade associations and professional bodies that stage events at the Winter Gardens and other conference venues. VisitBlackpool additionally supports workforce development in sectors represented by Blackpool Transport Services and hospitality employers that recruit from local colleges and training providers.

Governance and Partnerships

VisitBlackpool operates through a governance model involving local authority representation, private-sector directors, and strategic partners from cultural and business sectors, maintaining formal engagement with Blackpool Council, chamber networks, and regional development bodies. It forges partnerships with national institutions including VisitBritain, VisitEngland, Historic England, and funders like the Heritage Lottery Fund to secure investment for festivals, conservation projects, and promotional campaigns. Collaborative working extends to transport partners such as Northern Trains, Avanti West Coast, and local bus operators, as well as accommodation providers, event promoters, and chamber organisations.

Branding and Campaigns

Branding initiatives promoted by VisitBlackpool emphasise coastal heritage, entertainment, and family leisure, coordinating campaigns that feature signature moments like the Blackpool Illuminations and headline attractions such as Blackpool Tower and Blackpool Pleasure Beach. Campaigns have targeted domestic holidaymakers from metropolitan catchments including Manchester, Liverpool, and Leeds, while also reaching international markets through trade shows supported by VisitBritain and partnerships with inbound tour operators. Seasonal marketing, digital advertising, and event sponsorships have been used to bolster shoulder-season footfall and to support flagship events like the Blackpool Dance Festival and industrial exhibitions that take place at the Winter Gardens.

Accessibility and Transport

VisitBlackpool coordinates accessibility improvements and visitor information related to transport hubs including Blackpool North railway station, Blackpool South railway station, and major road links on the M55 motorway to Preston. The organisation communicates with rail operators such as Northern Trains and long-distance providers like Avanti West Coast to promote rail services, and partners with local bus operators and Blackpool Transport Services to enhance connectivity along the promenade and to suburbs such as Squires Gate and Marton. It supports initiatives to improve access for visitors with disabilities at attractions including the Blackpool Tower and Sandcastle Waterpark, aligning with national accessibility standards promoted by bodies like VisitEngland.

Category:Tourism in Blackpool