The three-year project, entitled Growing Tourism Locally, is expected to generate £365m in extra domestic tourism and aims to encourage people to holiday at home.
The campaign has received £19.8m in funding from the RGF with contributions from £9m VisitEngland and £12m from national and local tourism sector. The project aims to add an extra 9,100 tourism jobs over the three years.
The investment focuses on working directly with destinations and the private sector to create dedicated marketing campaigns throughout the country on specific areas and themes.
VisitEngland chief executive James Berresford said: “This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”
Enterprise minister Mark Prisk said: “Whether it’s creating jobs or boosting tourism, the RGF shows the difference that Government and the private sector can make when working together. It is projects like this which will unlock private sector investment in parts of the country that need it most and boost local economic growth.”