A three-year partnership between Arts Council England and VisitEngland has been established, aimed at increasing the economic impact of cultural tourism. Working more closely together, the two public bodies will be aiming to stimulate local employment by developing the potential of the cultural sector to attract visitors.
Programmes to share research and improve skills in the two sectors and a drive to ensure tourism and cultural organisations work more closely together at the local level are seen as the top priorities.
A £3m Lottery fund earmarked for local culture and tourism partnerships will be launched in the summer. It aims to support the development of new arts and cultural experiences and targeted holiday packages for visitors which include cultural elements as well accommodation and transport.
Culture Secretary Maria Miller said: “It makes sense that our cultural and tourist industries join forces, as in many cases they are two sides of the same coin… I am keen to promote this kind of collaboration going forward.”