Visit Isle of Man has unveiled a three-year tourism campaign to woo more visitors to the destination.
Called ‘Isle of Man – The Extraordinary Story’, the initiative will showcase the island’s heritage and attractions.
It also aims to reverse a fall in visitor numbers – which dropped in 2017 by 8.7% year-on-year to 266,850.
The centrepiece of the campaign is a 90-second film, narrated by Isle of Man resident John Rhys-Davies, known for his role as Gimli in the Lord of The Rings films.
Angela Byrne, head of Visit Isle of Man, said: “The campaign fully supports the ambitions laid out in the Isle of Man’s Destination Management Plan which provides the strategy for our tourism sector until the end of 2020.
“[It] attempts to tap into the very essence of our nation’s DNA and in particular the Isle of Man’s culture and heritage as well as the fantastic variety of attractions and outdoor activities.
“ The Isle of Man offers a high-quality holiday and short break destination for a broad range of visitors and, being situated at the heart of the British Isles, is only a short flight away from UK and Irish airports plus there are several departure points for those wishing to travel by ferry.”
The campaign aims to increase the contribution of the tourism sector by 20% in real terms by the end of 2020, and will run across print, social media and digital channels.
A new public/private sector executive agency, Visit Isle of Man, will act as the main decision-making body for tourism in the destination.
The island is also seeing multimillion-pound investments, such as £80 million being allocated to its harbours, including a deep-water berth for cruise liners.
The newly rebuilt Mount Murray Hotel & spa resort reopens later this year, and building work on a Premier Inn hotel in the island’s capital, Douglas, has started.
A Travelodge Hotel is planned, and work on a £20 million regeneration of Douglas promenade starts in September.
Pictured: Peel Castle floodlit on the west coast of the Isle of Man.