New campaign promotes region’s cultural sector

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Head East, a new regional cultural tourism campaign, has launched to showcase the rich diversity and quality of arts, culture and heritage in Norfolk and Suffolk.

From coastal locations to rural and urban settings, over one year, Head East will celebrate the cultural gems in our counties, while highlighting the region as a must-see cultural destination in the UK, and encouraging sustainable travel.

Head East is supported by the New Anglia Culture Board and with funding from the New Anglia LEP Innovative Projects Fund.

Whether people are long-term culture vultures or new to the scene, Head East will feature events such as the below, taking place this summer.

 

Other organisations such as DanceEast have an upcoming events programme, and the National Centre for Writing has published a free book of walks around Norwich, UNESCO City of Literature.

Head East will also promote autumn and winter events to attract out-of-season visitors, who live locally or 2-3 hours’ travel time away from Norfolk and Suffolk.

Launching as COVID-related restrictions gradually ease, the campaign also strives to support the recovery – and long-term growth – of Norfolk and Suffolk’s cultural tourism sector. A key campaign goal is to boost sales, bookings and safe footfall.

Chris Starkie, Chief Executive of New Anglia Local Enterprise Partnership, said: “It’s fantastic to see this Head East campaign under way, promoting our important cultural sector. Our cultural sector is important for our local communities and a huge attraction for visitors. It helps to create the wonderful ‘sense of place’ which we all love about Norfolk and Suffolk and after such a challenging year, I look forward to seeing the sector, its innovative businesses and those who work in it have a successful summer.”

Pete Waters, Chief Executive of Visit East of England, added: “Our region has an enviable tourism offer, from coast and countryside, to urban settings and picturesque market towns. We’re also home to a dynamic, pioneering cultural sector boasting internationally celebrated brands, experimental experiences and grass roots initiatives. Head East will be throwing the spotlight on diverse arts, culture and heritage events that make the East of England a unique place to visit. Although tourism may not return to ‘normal’ levels until 2022, the campaign aims to help improve the sector’s resilience and put the East on the map as a ‘must see’ cultural destination.”

Find out more at visiteastofengland.com

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