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VisitEngland Tries to Bring Young British Travelers Back Home

News VisitEngland has recently launched the next phase of its large campaign targeted at young Brits. The company tries to advertise domestic tourism and praise short breaks at home in a series of images and short films. The new content covers different types of activities and experiences that young people usually like and enjoy trying in their gap year and uses the term “Microgap” meaning that people can get the same exciting emotions during their few days off in the UK.

It looks like hotels in Bath or Cardiff hotels are not very popular with young Brits these days, and VisitBritain tries to change that. In a series of short ads, the company urges young people to “Learn More”, “Go Wild”, “Give Back”, and “Switch Off”. It is already possible to see these ads on digital billboards in different locations across England, Scotland, Wales, and Northern Ireland. There are also longer, 30-second advertisements that are being used on TV and social media. The six-week-long campaign will last until the end of October.

According to statistics provided by Visit England, young people are the least interested age group when it comes to taking holidays at home. Current 16-to-34-year-olds have the lowest rate of domestic traveling in the decade from 2008 to 2018. The company tried to change this and show young people that their home country has so much to offer to them. Paddle-boarding in London, trying street art in Manchester or exploring the beauty of the Dark Hedges, Ballymoney in Northern Ireland, - these are just some of the ideas that VisitBritain offers. There are also interesting accommodation solutions. For example, young people can book a log cabin in the Cairngorms in Scotland or stay at a camp in Anglesey in Wales.

The company believes that the benefits of this campaign will be much longer than just a year. The most important is to build a habit to travel within the country, and this habit will last a lifetime. As a part of the campaign, VisitEngland conducted a study about microgapping. It showed that almost a quarter of young Brits (24%) aged 18-to-34 were planning to take a career break and travel within the next three years.

At the same time, almost two-thirds of the respondents liked the idea of ‘microgapping’ and making short holidays. More than half of young Brits (57%) planned to take short trips within the next three years. They named wellbeing and relaxation their top priorities during these short breaks, also naming such activities as sightseeing, trying local food, and exploring wildlife.


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