Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago.
VisitEngland is launching the second phase of its domestic tourism campaign to inspire young people to take a short-break in the UK.
VisitEngland’s £2.5 million ‘Join the World – Discover the UK’ campaign launched in September. The second instalment features two films created by overseas social media influencers, Canadian Nadine ‘Hey Nadine’ and Alex ‘FrenchGuyCooking’ on inspirational trips in Bristol and Northern Ireland. The films are running on social media as well as being promoted by the influencers themselves and will be hosted on VisitEngland’s bespoke online hub at www.visitbritain.com/jointheworld.
Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago. The campaign targets the ‘lost generation’ using overseas media influencers and travellers to showcase to their peers the amazing moments and experiences that can only be had on a holiday at home in the UK. It aims to encourage that younger audience to develop the habit of holidaying at home.
VisitBritain/VisitEngland Marketing Director Clare Mullin said: “These influencer films showcase some of the places and activities that millennials enjoy in the UK. We hope they will set young people off on a voyage of discovery, uncovering the diversity and quality of activities on offer across the country. The aim is to inspire them to book a short-break, boosting seasonal tourism and spreading the economic benefits across the UK.”
The campaign and hub also feature experiences in London and Yorkshire in England, Belfast and other locations in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales and many more through the eyes of international travellers. The content is being promoted across digital and social media channels Facebook, Instagram and Snapchat. As well as the new influencer films, the hub features blogs and user-generated content showcasing seasonal events, activities and experiences. Visitors can upload images of their own amazing moments on social media using #lovegreatbritain and #loveUK for the chance to feature on the hub.
Part of the UK Government’s GREAT Britain campaign, ‘Join the World – Discover the UK’ is expected to generate more than one million additional overnight stays, with an £80 million boost to the economy.
The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales, along with tourism businesses and destination management organisations across the UK.
The latest official statistics show that from January to June this year Brits took a record 26 million domestic holidays in Great Britain.
Tourism is worth £127 billion to the UK economy.
VistEngland and VisitScotland launch new accessibility guides website
VisitEngland and VisitScotland also launch a website for tourism businesses to produce accessibility guides.
The guides are a new way for tourism operators to increase business, by providing potential visitors with important accessibility information in a user-friendly format.
UK Government Minister for Tourism John Glen said: “The UK has an incredible range of world-class attractions and we want them to be open to as many people as possible. These new guides will give clear accessibility information to make it easier for disabled visitors to plan their trips with confidence.”
VisitEngland Chief Executive Sally Balcombe said: “Our research shows that visitors in this important market value clear, concise accessibility information from tourism providers. The new accessibility guides will allow travellers to compare attractions, accommodation businesses and other venues before choosing their destination, enabling them to make an informed choice.”
VisitScotland Chief Executive Malcolm Roughead said: “It is our aim to make tourism inclusive and accessible for all, so that every single person can benefit from all that Scotland has to offer.
“This new website will help businesses produce informative guides in a user-friendly format, that will promote inclusion and enable all our customers to have the opportunity to achieve, to have fun, to live life in the same way as anybody else.”
As well as being easier for businesses to complete, the new guide format standardises how information is presented making it easier for disabled customers, their friends and family to compare venues.
Tourism operators can use the new, free website, www.accessibilityguides.org, to produce and publish their accessibility guides.
VisitEngland research in 2015 showed that £12 billion was spent on trips where a member of the party had an impairment. Research by VisitScotland in the same year found £1.3 billion was spent on those trips, which includes day trips, domestic overnight trips and inbound trips.
VisitEngland and VisitScotland’s Accessible Tourism programmes have been supported by the UK and Scottish governments. By working in partnership, the organisations have ensured they bring a unified approach, creating consistency for disabled visitors.
One in five people in the UK have an impairment, which may affect where they choose to stay or visit.
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
