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National tourism campaign targets ‘lost generation’
A national tourism campaign launches next week in a bid to inspire young people to holiday at home.
The digital and social media campaign is in response to a slump in numbers.
Statistics show 16 to 34-year-olds took almost 1.4 million fewer holidays at home last year compared to 10 years ago.
Instigated by VisitEngland, the £2.5 million ‘Join the World – Discover the UK’ campaign will target this ‘lost generation’.
It will use 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 will run in partnership with the national tourism bodies of Northern Ireland, Scotland and Wales alongside regional and local tourism businesses and destination management organisations.
It is expected to generate more than one million additional overnight stays with an £80 million boost to the economy.
VisitBritain/VisitEngland chief executive Sally Balcombe said: "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."
Malcolm Roughead, chief executive of VisitScotland added: "The millennial generation is one of the largest in history – even surpassing baby boomers – and so the potential impact of attracting this lucrative market is significant.
"The thing that binds these 16-35 yr olds is a strong desire to enrich their lives through travel and it is time to put Scotland at the top of their priority lists."
The campaign kicks off with the launch of five short films and images showcasing experiences, documented by overseas visitors, in London, Yorkshire, Glasgow, Strangford Lough in Northern Ireland, and the Elan Valley in Wales.
The campaign drives online ‘traffic’ to a hub on www.visitbritain.com/jointheworld featuring blogs and user-generated content showcasing seasonal events, activities and experiences.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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