Greenwich has secured new investment thanks to its status as one of England's 'Historic Cities', and will use it to "increase our appeal to a millennial audience."

The borough has secured £158,000 from the Discover England Fund to help develop and promote Greenwich and the other key 'historic destinations' in England to tourists.

The funding will be used by England Originals to promote the 16 designated areas to domestic audiences in 2021 to help bring in tourism and aid the recovery from the Covid-19 pandemic.

Greenwich is selected as one of the lucky destinations thanks to stand-out features such as the Cutty Sark and Eltham Palace.

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Barrie Kelly, the chief executive of Visit Greenwich, said they were "delighted" at England Originals funding success.

"Our businesses need help and support to survive the pandemic and it is a welcome boost in difficult times.

"This funding provides the resource to package our Greenwich offer in different ways to increase our appeal to a millennial audience.

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"We will be working with our partners and the travel trade to position Greenwich as the most obvious and appealing destination to base visitors to London for the foreseeable future.”

The project was created in 2018 to encourage more US visitors to explore regional England, and has already benefitted from over £1 million investment.

The new investment will be used to enhance and expand the visitor offer, produce new

inspirational content and deliver a consumer marketing campaign in early 2021.

It does this by combining story-telling and augmented reality with a visitor offer that emphasises fun activities and new experiences set against a backdrop of some of England’s stunning heritage locations.

Melanie Sensicle, chair of England’s Historic Cities, said: “To secure a fifth year of funding from the Discover England Fund is fantastic and a testament to the strength of our partnership.

"We are an example of what can be achieved when destinations work together and we look forward to introducing England Originals to domestic visitors."

VisitEngland Director Andrew Stokes added: “Millions of jobs and local economies depend on tourism right across the country and the industry needs all of us to make sure it gets back on its feet.

"This funding will encourage people to get out and discover the outstanding destinations and quality attractions on our doorstep and also keep England's tourism products and experiences front-of-mind for future international travellers.

"Now in its fifth year the Discover England Fund is all about embedding these amazing tourism products and reaching new audiences to drive visitor growth and boost local economies."