Tourism Business Support, Insights, Advice and Engagement in Swale

Swale's Shared Story Toolkit 

Swale Borough Council is committed to developing and supporting the visitor economy and, through working with the local industry, has produced the marketing toolkit as an aid for those involved in bringing visitors to our area.


Share your tourism business news and stories in the monthly Swale Visitor Economy Newsletter - email to sign up.

Swale itself contains three distinct destinations – Faversham, the Isle of Sheppey and Sittingbourne as well as their surrounding villages, countryside and coast – and each has its own story to tell.

Our strengths lie in our outstanding landscapes, our rich and varied heritage, festivals and events, food and drink, arts and creativity, and of course our people! These strengths make up our offer and are our greatest draw for visitors.

Visit Swale is a microsite hosted by our partners at Visit Kent Business, a great source of tourism business advice, news and guidance.

As a regional destination marketing organisation Visit Kent works closely with Visit Britain / Visit England on UK Inbound and domestic marketing of Kent's tourism offer.

Visit Britain also provides a Business Advice Hub which lists top resources as:

Join Visit Swale Authors Group - Guest Article Opportunity

Guest writers are encouraged to provide copy for feature articles on the Visit Swale website with good quality jpeg images and or You Tube video urls. Articles will be published and listed on the Visit Swale home page  and the Faversham News and Articles page of the Visit Faversham section of the website as appropriate.

Articles require:

1. A good Swale destination hook and title of public interest to visitors and residents.
2. A summary strapline of one or two sentences to be used for SEO and listing information.
3. A word count of between 500 – 900 words for interest and dwell time, with a range of links for further information as appropriate.
4. Supporting images must be in jpeg format and not PNG files with a file size of between 300KB and 5MB. Noting that at least one image must be horizontal for use as a banner image and one portrait style for a listing/summary image.
5. Images where appropriate should include people and products with all photographic permissions received from those featured agreeing for use of the image for marketing and promotional purposes. An image featuring people enjoying an experience or looking to enjoy food and drink is always much more inspiring that an empty bar or restaurant or an empty landscape.
6. Copy and images can be submitted by email to with any questions and follow up calls handled on 01795 417399.

Swale Borough Council's Economic Development Team and Swale Means Business also produce a monthly economic development e-bulletin with the latest news, events, funding and business opportunities for ALL businesses based in Swale.

To sign-up for the e-bulletin please email if you would like to subscribe to receive this newsletter by email. If you wish to unsubscribe at any time, please contact us using the same address.

The team welcome contributions from businesses and support organisations about funding opportunities and events. Please email the details to if you would like your story to be considered for inclusion in a future issue.

Insights - Swale Visitor Information

This infographic summarises the volume and value of tourism and the impact of visitor expenditure on the local economy in 2019. The results are derived using the Cambridge Economic Impact Model under licence by Destination Research Ltd.

Download the full Swale Economic Impact of Tourism Report 2019

Visit England - 'Escape the Everyday' Campaign

The £5 million, UK-wide ‘Escape the Everyday’ campaign highlights the quality destinations, visitor attractions and experiences on offer across the UK’s cities, countryside and coast to boost tourism across the shoulder season and beyond.  

As the tourism delivery partner for the GREAT campaign, we are delivering a £5m UK-wide domestic marketing campaign to inspire consumers to travel and enjoy the country’s amazing tourism offer from this summer.

The latest forecasts show that domestic tourism spending in Britain is estimated this year to be £51.4 billion, up 51% on 2020, but still only a little more than half, 56%, of the £91.6 billion in 2019. It is therefore crucial that we work together to drive more domestic breaks as quickly as possible.

We are working in close partnership with the tourism organisations of London, Northern Ireland, Scotland and Wales to ensure that the campaign activity reflects the current guidance for each region/nation.

Escape The Everyday encourages people to escape the unique everyday and inspire consumers to book a short break across the UK by showcasing the breadth of experiences available for them to escape to, when safe to do so, showcasing our vibrant cities, breathtaking countryside and coastal locations that make the UK a brilliant place to explore. The content drives online ‘traffic’ to with ideas and links to information on activities and experiences across the nations and regions. 

Tourism businesses, visitor attractions and destinations across the UK can also get involved. Read on for more about assets you can use to share the message.

Escape The Everyday summer toolkit

Girl kayaking on thamesOur multimedia campaign, Escape the Everydayreassures consumers and builds their confidence to book travel across the nations and regions by tapping into their pent-up desire to escape and for freedom following months of lockdown. Read the press release and download the new 2021 industry toolkit  to get involved in the campaign. 

The We’re Good To Go scheme, launched last year by VisitEngland in partnership with the tourism boards of Northern Ireland, Scotland and Wales, has been recognised by the WTTC as meeting its international global standardised health and hygiene protocols and for its role in supporting the recovery of the UK tourism sector. The WTTC stamp enables travellers to recognise destinations around the world which have adopted global standardised protocols - so they can experience ‘Safe Travels.’

The Tourism Recovery Plan sets out the role that the UK government will play in assisting and accelerating the tourism sector's recovery from COVID-19. Published June 11 2021.

Art Home Pilot Programme 

Are you a homeowner who lets out a room or whole house?
Are you a creative looking for an extra source of income?

In response to the current tourism trend for experiential holidays staying in people’s homes (e.g. Air BnB, Home-stay) and the strength of the creative industries in the region, England’s Creative Coast is trialling Art Homes – an initiative where local artists open their homes as places for people to stay and current home-stay hosts work with artists in new ways - to provide visitors with a unique overnight stay experience and an additional income stream for artists. 

Find out how you can benefit from this year-long pilot project.