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VisitEngland Wants Young Brits to Travel Within the Country

VisitEngland wants young Brits to make more domestic holidays rather than traveling abroad. For this purpose, the company has prepared several digital animations that might boost the popularity of the home country. In these clips, VisitEngland tries to emphasize how good it is to travel in England, especially if you have one to three days for a short break. There are also different activities that tourists may find interesting to try.

These clips are very short – only 10 seconds each. In total, VisitEngland prepared seven clips. Due to the short time, it is easy to use these clips for advertisement purposes, and that is what VisitEngland actually did. The clips are now displayed in 100 locations in England, Wales, and Scotland. As a rule, it is possible to see them in railway stations, shopping centers, and other public areas. The new promotion campaign is a part of a bigger initiative called #MyMicrogap, which was launched a year ago in order to make young Brits stop booking hotels in Lisbon, Barcelona, and other popular destinations across Europe and pay their attention to England instead.

Actually, the country has much to offer to young travelers. Exploring the North York Moors National Park, trying new food in Pop Brixton London, walking with Alpacas in the Lake District, and painting murals in Manchester are definitely the activities that appeal to many travelers. Many young people may search for authentic experiences elsewhere, forgetting that these great experiences are on their doorstep.

The idea to launch #MyMicrogap program appeared as a result of a survey by VisitEngland that revealed traveling habits of young British people. It turns out that only 24% of people aged 18-to-34 plan to take a break in their careers to travel within the next three years. At the same time, most respondents are positive about the idea of short breaks and 64% plan to take a “microgap” during the next three years. During these short vacations, young people are mostly interested in relaxation, wellbeing, sightseeing, trying local food, and connecting with nature and wildlife.

Young people have fewer holidays in Britain nowadays. The statistics show that people aged 16-34 spent 1.4 million fewer holidays in Britain compared to young people a decade ago. Now, VisitEngland wants to return these young people back home. The program is supported by the UK’s Government. It is expected that the domestic tourism industry will get additional £62 million from returning young travelers.

23.03.2019

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