Essex tourism board to launch film to challenge stereotypes

The only way is upmarket! Essex tourism board is to launch a social media film featuring ‘ambassadors’ to challenge decades-old stereotypes about the county

  • Tourism board in Essex to launch film featuring ‘ambassadors’ on social media 
  • County of Essex wants to prove it has more to offer than fake tans and cosmetics
  • But one local refuses to let property out to groups of girls on ‘Towie weekends’ 

The county of Essex has the kind of strong brand that most tourist offices can only dream of – the problem is, it’s not the one they want.

Now after a decade of being associated with reality TV show The Only Way Is Essex, the county wants to prove it has more to offer than fake tans and cosmetic enhancements.

Essex’s tourism board will launch a film on social media featuring ‘ambassadors’ to challenge the stereotypes.

The county of Essex has the kind of strong brand that most tourist offices can only dream of – the problem is, it’s not the one they want [File photo]

These will include local author Martina Cole, a town crier and Michelin star chefs the Galvin brothers.

Tourism manager Lisa Bone said people need to be made aware of attractions such as Constable Country and historic market town Saffron Walden.

The ITV programme has certainly helped the county’s £3.4billion-a-year tourism industry. 

But locals welcomed attempts to broaden the area’s appeal.

Dennis Alabaster, 69, who lets a property in the county has banned groups of girls because of the drunken behaviour that takes place on ‘Towie weekends’.

‘They leave fake tan all over the bedsheets,’ he told The Sunday Times.

Tourism manager Lisa Bone said people need to be made aware of attractions such as Constable Country and historic market town Saffron Walden, seen above

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