(TAN): VisitEngland, the national tourism agency of UK, in partnership with the tourism organisations of London, Northern Ireland, Scotland and Wales has launched a UK-wide campaign to encourage Britons to take a domestic break during autumn and winter.
The GBP 5 million (USD 6.4 million) ‘Escape the Everyday’ campaign highlights the quality destinations, visitor attractions and experiences on offer across the UK’s cities, countryside and coast to boost tourism across the shoulder season and beyond.
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VisitBritain’s latest domestic consumer sentiment research shows that only 19% of UK’s people surveyed anticipate taking an overnight domestic trip in the UK during September and October, and 21% between November and March.
Tourism Minister Nigel Huddleston said, “There is so much to enjoy right across the UK and the changing of the seasons is the perfect time for a change of scene. We have been helping the industry get back up and running safely throughout the summer but it is important that we continue to support the sector and do our bit where we can to boost local economies by experiencing the best of the UK.”
VisitEngland Director of Marketing Clare Mullin said, “Tourism needs all of us to make sure it gets back on its feet to once again be one of the most successful sectors of the UK economy. Businesses lost months of trading this year. Extending the season through the lean shoulder months and building confidence in taking a domestic trip is critical for the millions of jobs and local economies that rely on tourism right across the country.
As part of the Escape the Everyday campaign the tourism organisations are also partnering on an upcoming ‘national weekend swap.’ Social media ‘influencers’ from across the UK are set to ‘swap’ their own respective nation or region for another across two weekends in September, 18 to 20 and 25 to 27, to responsibly explore and promote the local destinations, activities and experiences on offer in line with government guidance. The content generated during the trips will be shared across the influencers’ social media channels as well as by the tourism organisations to tempt younger audiences to take a short-break in the UK.
