VisitEngland launches second tourism drive campaign; Brits pushed to holiday at home

by Jessica MCILHINNEY on October 12, 2012

VisitEngland has confirmed its plans to run another television campaign that will aim to encourage more Britons to holiday in the UK.

The £2m push, details of which were announced at today’s ABTA Travel Convention, is to launch in spring next year and will follow 2012’s much-maligned commercials that featured endorsements from celebrities including Stephen Fry, Rupert Grint and Julie Walters.  The campaign is a joint venture with various travel agents and tour operators, who have collectively been urged to get behind the drive through the use of marketing on the internet and in-store.

VisitEngland’s chairman, Lady Cobham, claimed that an increase of 18 per cent in UK holiday sales has been experienced since 2009, and added that she remains confident of the upward trend continuing. Although she branded the “staycation” a horrible phrase, Lady Cobham vowed that it is here to stay.

Every year, overnight trips around the UK by domestic travellers contribute roughly £10 billion to Britain’s flailing economy. Recently published results of a survey, which was commissioned after the August Bank Holiday weekend, suggested how 86 per cent of Brits who took a domestic holiday regarded their experience as being either “excellent” or “very good”.

Plans for the second “staycation” campaign will no doubt be welcomed by hotels and attractions around Britain, which have collectively endured a difficult year. Dire weather, concerns over extortionate hotel prices across London and the increasing strength of the euro have encouraged many holidaymakers to stay with traditional favourites such as Greece and Spain this summer.

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