Issue 71 Autumn 2017 £2.75
Campaign urges young people to holiday at home
By Christina Eccles
A UK-wide tourism campaign has launched to inspire young people from Great Britain and Northern Ireland to take a holiday at home. According to statistics, 16 to 34 year olds took almost 1.4m fewer holidays at home last year compared to a decade ago. VisitEngland’s £2.5m Join the World – Discover the UK digital and social media campaign, is targeting this ‘lost generation’ using overseas social media influencers and travellers to showcase to their peers the amazing moments and experiences that can only be had on a holiday at home in the UK. The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales and tourism businesses and destination management organisations across the UK. Part of the UK Government’s GREAT Britain campaign, the initiative is expected to generate more than 1m additional overnight stays with an £80m boost to the economy. UK government minister for tourism John Glen said: “There is an incredible amount to see and do across the whole of the UK and we want to inspire more young people to take in our
world-class attractions, sites and cities. “Tourism boosts our economy, creates jobs and supports local businesses. By showcasing the exciting and diverse range of trips on offer I hope it will encourage many more young people to explore the UK.” VisitBritain/VisitEngland chief executive Sally Balcombe added: “From moonlight kayaking in Northern Ireland and mountainbiking down Elan Valley in Wales to a night-out in the vibrant Ashton Lane in Glasgow and craft-beer experiences in Yorkshire, the UK is packed full of amazing moments. “We want young people to take a new look at the sheer diversity and quality of activities and experiences right here on our doorstep and inspire them to book a short-break, boosting seasonal tourism and spreading its economic benefits across the UK.” The campaign kicks off with the launch of five short films and images showcasing experiences in London and Yorkshire in England, Strangford Lough in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales, through the eyes of international travellers. These are being promoted across digital and social media channels and digital billboards.
Record June for overseas visitors
Warner Leisure Hotels will welcome a host of new acts to its packed Star Breaks line-up for 2018. Guests will enjoy an array of exciting performances from top names in the world of music, theatre, comedy and dance. Acts will include pop star Gareth Gates, X Factor winner Joe McElderry and singer and West End performer Beverley Knight (pictured).
JUNE saw a record number of overseas visits to the UK, according to official statistics from VisitBritain. There were a record 3.5m visits to the UK in June, up seven per cent on the same month last year. Overseas visitors spent £2.2b – up two per cent compared to the same month last year. It brings the overall number of overseas visits to the UK for January to June this year to a recordbreaking 19.1m and up nine per cent compared to the same period in 2016. Overseas visitors spent a record £10.6b, up 11 per cent on 2016. VisitBritain director Patricia Yates said: “Tourism is one of Britain’s most valuable export industries and this continued growth demonstrates the industry’s increasing importance as a key driver of economic growth across our nations and regions. The tourism industry is making a compelling case to be one of the industries included in the government’s industrial strategy to ensure Britain continues to compete globally. We have already revised our forecast upwards for 2017.”