A new tourism body, Shakespeare’s England, has been launched to promote the visitor economies of Warwickshire and its surrounding areas.

The public-private partnership is a not-for-profit organisation funded by Stratford-on-Avon District and Warwick District Councils, along with private sector contributions from tourism businesses and cultural organisations.

The goal of Shakespeare’s England is to promote and manage tourism potential in Stratford-upon-Avon, Warwick, Kenilworth, Royal Leamington Spa, as well as other nearby locations.

The organisation will work on the basis of an agreement from the two councils of £150,000 per year for the next three years, while private sector investors will also provide funding for the body.

Shakespeare’s England has already been at work promoting the region; following marketing campaigns with the UK's national tourist board VisitEngland.

The organisation has so far received membership from leading attractions across the region, including the likes of the Royal Shakespeare Company, Shakespeare Birthplace Trust, Warwick Castle and Kenilworth Castle.

Shakespeare’s England says it will also look to increase its membership with organisations from different sectors, including hospitality and retail.

“It’s a testament to the strength of feeling amongst tourism businesses in our region that so many people attended the launch of Shakespeare’s England,” said David Collins, Chair of Shakespeare’s England.

“Businesses large and small are passionate about promoting and managing this destination properly. We look forward to working in partnership to make Shakespeare’s England a truly successful destination, attracting more visitors from across the UK and around the world.”

More information on Shakespeare’s England is available here.