A new marketing campaign in France highlighting the tourism jewels of BCP and the wider South Coast is expected to bring a wave of French holidaymakers this year.

The campaign is funded by a grant won from VisitBritain’s GREAT Gateway Innovation Fund together with support from Brittany Ferries, BCP Tourism (part of BCP Council) and ten other destination partners in the South and South West.

It will showcase the dynamism, diversity, beauty and warm welcome of the South Coast to French visitors.

The aim is to encourage them to discover, or re-discover, the delights of the region on a holiday or short break, both during and outside the main tourist season.

Brittany Ferries links five French ports – three in Normandy and two in Brittany – to the ports of Poole, Portsmouth and Plymouth.

As a result hundreds of thousands of potential holidaymakers across north-western France have easy access to the South and South West of England.

Historically the majority of Brittany Ferries’ passengers have been British holidaymakers travelling south to France and Spain rather than French visitors sailing to the UK.

The new campaign aims to address this imbalance as well as encourage French visitors already planning trips to the UK to stay and explore the South Coast of England.

It hopes to build awareness and drive bookings and includes the creation of dedicated tours and accommodation packages.

Visitors will be encouraged to travel across the region, following tourist trails between towns, taking in sites and attractions, making overnight stays and sampling local food and drink while contributing to local economies.

Craig Mathie, Chair of BCP Destination Management Board, pictured right, said: “This is great news for Bournemouth, Christchurch and Poole.

“We have an incredible destination with a thriving arts and culture scene, family-friendly festivals and beautiful scenery along our award-winning coastline.

“We look forward to being part of this initiative and welcoming more visitors to our three towns.”

Cllr Beverley Dunlop, Portfolio Holder for Tourism, Culture and Vibrant Places at BCP Council, added: “This is a great opportunity to inspire French visitors to our beautiful destination.

“I am sure they will love our coast as much we love theirs.

“It’s an opportunity for local hospitality and business to attract new visitors and provide a welcome boost to our economy during these challenging times.”

Julian Patchett, Brittany Ferries’ Partnerships Manager, pictured left, said: “Brittany Ferries started life 50 years ago when French farmers acquired a ship to bring their vegetables to the UK.

“But their vision wasn’t just to transport cargo – they also wanted to enrich the regions served by Brittany Ferries’ ships by transporting holidaymakers and promoting tourism links.

“Our mission remains the same to this day, as we work with tourism partners across the South and South West to reveal our fabulous destinations to a new generation of French travellers.”

Altogether 11 towns and tourism bodies have partnered with Brittany Ferries for the campaign.

Patricia Yates, VisitBritain CEO, said: “This fund encourages local destinations in forging partnerships within the industry and boosts their marketing activity, showcasing the very best of their region.

“It also encourages visitors to broaden their travel itineraries, boosting inbound visits across more of the year and across more of Britain, supporting local businesses, destinations and economies.”

The BCP area welcomes nearly 15 million visitors annually.