Vision and Objectives

Aims and Objectives

The Vision

To maximise tourism's contribution to the economy, employment and quality of life in England.

The Objectives

The Strategic Framework aims to achieve four interdependent objectives which are designed to address the opportunities and challenges for England's visitor economy;

Objective 01 - To increase England's share of global visitor markets.
Objective 02 - To offer visitors compelling destinations of distinction.
Objective 03 - To champion a successful, thriving tourism industry.
Objective 04 - To facilitate greater engagement between the visitor and the experience.

To achieve these objectives a series of industry Action Plans have been developed by cross industry groups.

Access the video below to hear what partners said in support of the Strategic Framework at its launch in March 2010:


Strategic Framework
  • Strategic Framework for Tourism in England 2010-2020
  • Download the full Strategic Framework document now.

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