Promoting and advertising tourism resorts in the UK 1914–1918: A re-appraisal

• Demonstrates that tourism promotion continued in the UK during the First World War. • Analyzes wartime resort advertising through rare archival records and guidebooks. • Revises dominant historiography on the origins of UK tourism marketing. • Shows early examples of public-private collaboration in destination promotion. • Provides insights into crisis communication and resilience for modern DMOs.