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‘One in five’ to switch to domestic holidays
One in five people who went abroad on holiday last year would consider switching to the UK in 2009 to save money, a new study shows.
The assertion came from research by new domestic tourism body VisitEngland released at the first best of Britain and Ireland trade show in London today.
The body is to launch a £3 million promotional campaign highlighting the value of taking breaks in England.
TV and national press advertising are planned from next month.
The VisitEngland study found that 90% of the population is cutting back on its overall spend, but the importance of holidays means that they are “more protected” than other areas of expenditure.
More than half of people involved in the research (63%) expect to take a break or holiday in England in the next year.
The predictions emerged as national tourism agency VisitBritain predicted a “tipping point” for tourism to and around the UK in 2009.
The group’s deputy chief executive Sandie Dawe said: “As well as generating more business for the industry to help tide them through the challenging economic climate, Best of Britain and Ireland will be a key opportunity for us to caputure the imagination of the five million extra Britons considering taking a holiday here instead of abroad.
“It could be a real tipping point for British tourism.”
*See www.TravelMole.com for updated news from the Best of Britain and Ireland exhibition.
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