The coalition Government is to spend £2m replacing ‘dull and boring’ signs at the entry to six counties at the heart of the country’s tourism industry.
Culture Secretary Jeremy Hunt today revealed plans for the new county boundary signs that the Department for Culture, Media and Sport said will showcase the region’s best features.
Cumbria, North Yorkshire and Derbyshire will be among counties to have the new signs, along with Devon, Cornwall and Norfolk in a pilot scheme run by the Culture Department and the Department for Transport.
A DCMS spokesperson said: “The pilots will replace the current signs on key routes at county boundaries with ones that are colourful and striking, and could include full colour photographs of the region.
“The new signs will be installed in pilot areas by next spring. Mr Hunt said: “The current signs greeting visitors as they travel around are dull, often boring and do little to entice tourists.
“We need to update them to something that is both attractive and better at selling what it great about our tourist destinations.
“The move is part of a drive by the Government to maximise the tourism benefits of hosting the 2012 Olympic and Paralympic Games.
“We are investing £127m, the biggest ever national and international marketing campaign that the country has ever seen – welcoming over 4.6 million extra international tourists over the next three years, and encouraging millions more domestic holidaymakers to rediscover the delights of the staycation.
“The new signs will give a fresher and more welcoming feel to England’s regions.
“Counties will be able to highlight the things that make them special, whether it’s cultural or heritage attractions, or an activity that is special to the area.”
The Government also wants to improve traditional tourist brown signs and focus on genuine tourist attractions rather than on local services.