New £5 million campaign to boost domestic breaks

VisitEngland is running the £5 million Escape the Everyday campaign with the tourism organisations of London, Northern Ireland, Scotland and Wales.

It was devised after VisitBritain forecast a 49% decline in domestic tourism spending in Britain this year, equalling a £44.9 billion loss to the economy. Inbound tourism spending is forecast to drop 79%, equalling a £24 billion loss.

The campaign kicks off today with a short video and branded content across social media, digital display and on demand television advertising.

VisitBritain’s latest domestic consumer sentiment research showed only 19% of Britons anticipated taking an overnight domestic trip in the UK during September and October, and 21% between November and March.

VisitEngland marketing director 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.”