Domestic summer holiday push stepped up with £5.4m campaign

A UK-wide ‘Escape the Everyday’ campaign is being stepped up to drive domestic day trips and overnight breaks as the summer holidays begin.

The £5.4 million initiative is accelerated this week with the launch of more than 1,200 digital billboard adverts showcasing activities and experiences in cities across the UK as well as advertising on radio, digital audio and podcast platforms.

A new short video and branded content across social media as well as ‘on demand’ television advertising will appear in August.

Launched last September, the promotion highlights the quality destinations, visitor attractions and experiences on offer across the country to build back demand for domestic breaks and boost consumer confidence as restrictions lift.

The summer ‘Escape the Everyday – Enjoy the UK this Summer’ push has a focus on cities and city attractions as well as regional gateways which have been hit particularly hard by the lack of international visitors and that rely on their spending.

The tourism agency’s latest forecasts show that domestic tourism spending is estimated this year of £51.4 billion, just over half of the £91.6 billion in 2019.

Last year alone saw about two-thirds of the value wiped off the domestic tourism industry in Britain, a £58 billion loss to the economy due to the pandemic.

The projection for inbound tourism spending in the UK this year is £6.2 billion, less than a quarter of the £28.4 billion in pre=Covid 2019.

Tourism minister Nigel Huddleston said: “There is so much to see and do in our vibrant towns, cities and villages across all corners of the United Kingdom and we want people to make the most of our tourism offer and rediscover summer safely.

“It’s been a challenging period for our brilliant tourism and hospitality businesses but they’re ready to welcome us back and I encourage people to show their support for this important industry.”

VisitEngland director Andrew Stokes added: “As we emerge from lockdown, reconnect with family and friends and with international visitors slower to return, now is the time to book a domestic city break and also support our local businesses, attractions and destinations as they start to rebuild.

“Whether it’s a day trip to a local attraction or an overnight stay, whether dining out in our vibrant cafes or exploring our world-class museums and galleries, we want people to rediscover and take a new look at what’s on their doorstep.”

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