The initiative by the Department for Digital, Culture, Media and Sport, VisitEngland, and tourism minister Nigel Huddleston will see tourist boards renamed Local Visitor Economy Partnerships (LVEPs) and given a broader remit.
DCMS said: “The scheme will streamline the sector so holidaymakers and visitors can more easily understand what is on offer in a region and plan trips, and make sure local businesses can come together to successfully develop and market their local area as a must-see destination.”
The plan follows an independent review that found an “overcrowded and fragmented” market among tourist boards, also known as destination management organisations (DMOs).
DCMS said: “For example, there are 46 DMOs of all shapes and sizes in the South East alone, which makes it confusing for tourists planning breaks and businesses looking to invest.”
DCMS will provide £4 million over the next three years to fund a new accreditation scheme, developed and administered by VisitEngland, for the highest-performing DMOs.
This funding will also be used to create a pilot in one region of the country, giving one top-tier DMO or a group of local DMOs “the opportunity and investment to restructure under a new model, to show the best their region has to offer”, DCMS said.
It added: “With streamlined DMOs, it will be easier for tourists to know what is available when planning their breaks, and for local businesses to work together to provide an excellent tourism offer.”
