According to VisitBritain’s domestic tourism research, 21% of the UK adult population are planning a trip over the next two weeks…
According to VisitBritain’s domestic tourism research, 21% of the UK adult population are planning a trip over the next two weeks, which includes the Easter period. More than twice as many (61%) are planning an overnight trip in England compared to going abroad (29%).
In addition to the Enjoy England Holiday Planner, which is packed full of fantastic ideas for short breaks and great days out, the brand new inspirational Just Relax brochure illustrates the many ways in which visitors to England can have a relaxing and rejuvenating break this Easter. The Taste England, Waterside England and City Culture campaigns will further boost visits to England’s cities, countryside and coastline by British people over the holidays.
Wales Tourist Board
The Wales Tourist Board looks forward to the new season with confidence and high expectations. The WTB has recently launched its new UK marketing campaign – an evolution of the Big Country campaign – based on even deeper insights into Wales and it’s visitors using a new creative approach. Promoting the ‘real Wales’ the campaign speaks from the heart of the country to capture the authentic sense of the place, people, culture and the true visitor experience.
Cardiff celebrates its Centenary as a city and its Golden Jubilee as capital of Wales. The Wales Millennium Centre, which opened with a flourish last November, is fast becoming a national icon. In May the new National Waterfront Museum in Swansea opens its doors to reveal a state-of-the-art interpretation of Wales’ role in maritime history. With all these exciting new developments and the quality of the visitor experience – Wales is looking forward to a busy season
VisitScotland
Short breaks will again be of particular interest this Easter following the recent launch of VisitScotland’s new TV and cinema ad campaign, highlighting Scotland`s appeal as a short break location able to offer the best of both urban and rural experiences over one visit. As part of the campaign, two new ads ‘Urban Freedom’ and ‘Urban Adventure’, target a younger demographic, stressing the attraction to visitors seeking a quality city break, an adventure based holiday or a mix of the two. The campaigns aim to capitalise not only on Scotland`s reputation as a great place for city breaks, but also to further enhance the country`s growing reputation as one of the finest destinations for outdoor adventure pursuits in Europe.
Elsewhere, bar and pub culture will be alive and well again following the launch the 2005 McEwans` traditional music initiative in Stirling this month (Friday 18 March). After the success of last year`s initiative VisitScotland will again be looking forward to visitors and locals alike enjoying Scottish traditional music in around 100 venues and pubs across Scotland, who will host live music sessions.
Visit London
Easter is usually always a busy time for the capital’s visitor economy, and this year promises to be no exception. The Easter weekend this year coincides with both the 151st Boat Race and the Daily Mail Ideal Home Show, both of which draw significant visitor numbers. As a result, the capital’s hotels are gearing up for a very busy weekend, as are the city’s restaurants and bars.
The recent warm weather, which is forecast to continue in London over the Easter weekend, has also stimulated Londoners to venture outdoors and see the capital in early bloom. Many attractions have reported strong visitor numbers, while the capital’s parks and open spaces have been packed.
NEWS FROM THE INDUSTRY
Thomas Cook
As always, Easter is proving to be a very popular time for travel, both in the UK and abroad. Thomas Cook has seen a general trend towards shorter and more numerous holidays in 2005. Many people are choosing to travel for a long weekend over Easter, with a 7- or 14-night overseas package holiday for the summer and perhaps city breaks over other weekends later in the year.
The most popular breaks within the UK for Easter are proving to be city visits including London, Edinburgh and Glasgow, plus nights in country hotels, coach tours, spa breaks, theatre packages and golfing trips
British Hospitality Association
Easter is early this year and much depends on the weather but UK hotels are looking forward to a busy 2005. Easter kicks the season off earlier than we would have liked but there are plenty of special deals on offer and there is a lot of interest out there.
Coach Tourism Council
Short breaks and holidays by coach in the UK are predicted to rise by 10 per cent to 5.9 million passengers in 2005, as more and more people recognise that coach tours are not just for the `grey` market. The forecast is backed by a recent survey of readers of the consumer magazine Holiday Which? who gave coach holidays a 69 per cent customer satisfaction rating, outperforming holidays which are generally perceived to be more popular such as cruising (65 per cent) and going to the seaside/beach which attracted a recommendation of only 46 per cent.
Our 200 coach operator members are adapting to the demands of their customers by introducing new holidays, greater choice and more flexible tours aimed at not just a more affluent 55+ market, but younger people too who are looking for personal service and value for money. Themed and activity tours are now commonplace, ranging from garden tours and spa weekends to Royal Ascot, concerts and the British Grand Prix. Many have introduced special tours to events based on SeaBritain 2005.
English Heritage
We are expecting a strong start to the season particularly if the good weather continues over the Easter break. Our events programme, which includes Easter egg hunts at a number of our properties, are particularly popular with families.
Madame Tussauds
The Easter holiday for Madame Tussauds is looking even better. With the recent launch of our Air Guitar Star attraction starring Justin Hawkins from The Darkness we aim to get mums, dads and kids all up on stage doing some scissor-kicking, glam-rocking air guitar. With ever-changing interactive attractions already on, there is loads to keep people entertained.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
