Travel Industry, News and Analytics

The UK Encourages Travelers to Spend This Summer at Their Home Country

VisitEngland has just launched a new stage of its promotional campaign, in which it underlines the beauty and attractiveness of domestic trips. The campaign, which is the result of a partnership with tourism organizations and hotels in London, Wales, Northern Ireland, and Scotland, encourages Brits to travel in their home country, be it short overnight stays or summer holidays.

The ‘Escape The Everyday’ is not a new campaign. It was first launched in September 2020. The campaign mentions different destinations, highlights their major attractions, and focuses on experiences that travelers can enjoy in different parts of the UK. As restrictions are lifted, it is important to regain travelers’ confidence in domestic travel and motivate them to visit beautiful places in the UK. The pandemic has been a difficult period for global tourism, and the UK is no exception. Today, VisitEngland wants tourists to rediscover their home country and visit its vibrant cities, resorts, towns, and villages.

A domestic trip is also a great way to reconnect with friends and family members that live in different parts of the UK. As international visitors start booking hotels in London, Edinburgh, Manchester, and other British cities, it is time for locals to make bookings too. By staying in the UK this summer, travelers not only enjoy a vacation but also support local businesses, many of which are on the verge of bankruptcy because of the pandemic.

The campaign has rather a generous budget - £5.4 million. It kicks off with more than 1200 digital billboard adverts that focus on different activities and experiences that travelers can enjoy in the UK. There will also be video and audio advertisements, as well as branded content on social media. The campaign goes full force in August. The VisitBritain website already has new content with travel ideas and activities that travelers can try in certain cities. From July to September, VisitEngland Instagram will post information about various destinations across England.

According to the forecast by the tourism agency, domestic tourism spending is expected to reach £51.4 billion this year. This is a bit more than half of the domestic tourism spending in 2019 (£91.6 billion). Last year, the country’s economy didn’t get £58 billion because of the travel restrictions. The inbound tourism spending in the UK is expected to reach £6.2 billion this year. This is less than 25% of the inbound tourism spending in 2019 (£28.4 billion).

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