The North West Coast Revival. Where to Visit This Spring

The North West coast of England is enjoying a moment in the sun. On 16 February 2026, VisitEngland and VisitBritain launched a £1 million campaign titled "All on England's North West Coast", designed to showcase the region's seaside destinations and encourage domestic spring breaks along this often-overlooked stretch of shoreline.

The campaign arrives at a perfect moment. As international travel costs continue to rise and many families seek more sustainable holiday options, the North West coast offers an accessible alternative that requires no airports, no currency exchange, and no lengthy journeys. Within a few hours of Manchester, Liverpool, Leeds, or Birmingham, you can be breathing fresh sea air and walking sandy beaches that rival anything in southern England.

The Campaign. A Million-Pound Invitation

The "All on England's North West Coast" campaign specifically targets families with young children and adults aged 25 to 44, a demographic that VisitEngland identifies as increasingly interested in domestic breaks that balance affordability with genuine experiences. The initiative will highlight destinations, attractions, experiences, and accommodation providers across Lancashire and Cumbria, working to build back demand for domestic coastal holidays.

VisitEngland has partnered with regional tourism bodies including Marketing Lancashire, Liverpool City Region Destination Partnership, and Cumbria Tourism, alongside major platforms like Tripadvisor. This collaborative approach ensures the campaign reaches potential visitors through multiple channels, from social media to travel booking sites.

The timing coincides with the half-term break, capturing families at the moment they are planning Easter and spring getaways. For the North West coast, which has historically competed against better-marketed southern destinations, this focused investment represents a significant opportunity to shift perceptions and attract new visitors.

Lancashire. The Classic Seaside Experience

Lancashire's coast offers the quintessential British seaside experience, complete with piers, promenades, and fish and chips eaten from paper on windy beaches. Blackpool remains the region's best-known destination, and for good reason. The seven miles of sandy beach stretching from St Annes to Cleveleys provide space for everyone, whether you want bustling entertainment or quiet contemplation.

Beyond the bright lights of the Pleasure Beach and the Tower, Blackpool offers surprising depth. The Winter Gardens hosts world-class entertainment, the Grand Theatre showcases excellent productions, and the Comedy Carpet celebrates the nation's humour in concrete and LED. For a different perspective, climb the 380 steps of the Blackpool Tower Eye or take the heritage trams along the promenade.

Further north, Cleveleys and Fleetwood offer quieter alternatives. Fleetwood's Victorian architecture and fishing heritage create a distinctive atmosphere, while the Esplanade at Cleveleys has been transformed with contemporary landscaping and public art. The Marine Hall and Gardens host events throughout spring and summer, making this stretch of coast more than just a beach destination.

South of Blackpool, Lytham St Annes provides genteel contrast. The championship golf courses attract serious players, but the town itself offers elegant Georgian architecture, boutique shopping, and a more relaxed pace. The Lowther Pavilion hosts cultural events, and the expansive beach dunes provide excellent walking territory.

Cumbria. Where Mountains Meet the Sea

Cumbria's coastal offering differs dramatically from Lancashire's traditional seaside towns. Here, the Lake District's mountains meet the Irish Sea, creating a wilder, more dramatic landscape that appeals to walkers, photographers, and those seeking solitude rather than amusement arcades.

Morecambe Bay dominates the Cumbrian coast, a vast expanse of sand, mudflats, and shifting water that creates one of England's most dramatic seascapes. The bay's famous sands have attracted visitors since Victorian times, when the Midland Hotel opened as a masterpiece of Art Deco architecture. Recently restored to its former glory, the Midland now serves as a stylish base for exploring the area.

The town of Whitehaven offers maritime heritage and Georgian elegance, its harbour area recently regenerated with museums, cafes, and independent shops. The Rum Story museum explores the town's dark connection with the slave trade, while the Beacon Museum provides panoramic views across the Solway Firth.

Further north, Silloth-on-Solway presents a quieter face of coastal Cumbria. The Victorian promenade, wide green spaces, and traditional seaside amenities attract families seeking a slower pace. The surrounding area offers excellent cycling along the Solway Coast Discovery Centre routes and walking on the Hadrian's Wall Path.

Spring on the North West Coast. What to Expect

Spring brings particular rewards to the North West coast. The weather may be unpredictable, but the crowds remain absent, and the light carries a quality that photographers travel miles to capture. April and May see the coastal gardens burst into bloom, while migratory birds pass through the estuaries and marshes that characterise this shoreline.

For wildlife enthusiasts, the RSPB reserves at Marshside and Hesketh Out Marsh offer excellent birdwatching opportunities. Seals can often be spotted along the Cumbrian coast, and the Morecambe Bay area supports significant populations of wading birds throughout the year.

Food and drink along the coast has improved dramatically in recent years. Blackpool's Michelin-recommended restaurants compete with traditional fish and chip shops, while Cumbria's coastal pubs serve locally brewed ales and fresh seafood. The Lancashire Cheese Trail and Cumbria's craft breweries add gastronomic interest to any coastal itinerary.

Planning Your Visit

The North West coast rewards the flexible traveller. While Blackpool offers year-round attractions, many smaller destinations operate seasonally, with visitor facilities opening fully for the Easter period. Accommodation ranges from luxury hotels like the Midland at Morecambe to traditional B&Bs, caravan parks, and camping sites.

Transport links have improved significantly. The Blackpool branch line connects directly to Preston and the West Coast Mainline, while coastal buses serve destinations along the Fylde coast. The Cumbrian coast railway provides one of Britain's most scenic train journeys, hugging the shoreline between Lancaster and Carlisle with views across the Solway Firth to Scotland.

For those travelling by car, the M55 provides quick access to Blackpool from the M6, while the A590 and A595 serve Cumbria's coastal towns. Be aware that coastal roads can be busy during school holidays and fine weekends, though spring generally offers quieter conditions than high summer.

A Coast Worth Discovering

The "All on England's North West Coast" campaign arrives at an opportune moment. This stretch of shoreline offers genuine diversity, from Lancashire's traditional seaside resorts to Cumbria's wild coastal landscapes. The investment in promotion recognises what locals have long known. that the North West coast delivers authentic British seaside experiences without the crowds and costs of southern alternatives.

As spring approaches and the days lengthen, the North West coast invites exploration. Whether you seek the bright lights of Blackpool, the Victorian elegance of Morecambe, or the wild solitude of the Solway shore, this campaign shines a welcome spotlight on one of England's most underrated coastal regions.

Pack a windproof jacket, bring your sense of adventure, and discover what the North West coast has to offer. The sea air is waiting.

Sources: - The overlooked North West seaside towns set for a tourist boost in 2026 - Manchester Evening News - VisitEngland launches domestic North West coastal campaign to boost spring breaks - Liverpool City Region Destination Partnership - The Renaissance of the North West: A One Million Pound Invitation to England's Coastal Gems - Travel And Tour World