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UK businesses hope for bumper Easter
The UK’s tourism providers are optimistic for a good Easter according to VisitBritain, but weather forecasts for the coming weekend present a less than sunny outlook. Data presented by VisitBritain suggests that 23% of people plan to take a trip in Britain over the next two weeks. It says that around two million passengers will use BAA’s seven UK airports this Easter. The figure is down slightly from last year when 28% of people said they planned to take a domestic trip over Easter. However, the survey is taken every two weeks, which happens to bisect Easter this year, so VisitBritain says the actual figure could be higher. ABTA reports that 80% of its members responding to a survey in ABTA Today have seen a rise in domestic bookings. Britons have been encouraged to holiday at home by various marketing campaigns including Outdoor England and City Culture. This year people going into Lunn Poly travel agents will also be presented with the Enjoy England Holiday Planner showing details of breaks in England in an attempt to boost domestic trips. Businesses selling domestic trips are confident according to VisitBritain. Superbreak says demand has increased 40% year-on-year for domestic trips this Easter. Marketing director Ray Jones said: “The robust UK economy is fuelling increased demand for UK short breaks.” Superbreak says historic cities like Edinburgh, York, Cardiff, Chester and Bath are popular, but also retreats like the Lake District, Cotswolds and the south coast of England. VisitBritain surveyed tourism businesses around the UK and reported that 50% expected to see more customers in the first quarter of 2004 year-on-year, and 44% expected growth in visitors from the domestic market. English Heritage is one example of a UK business surveyed by the organisation. It says visitor numbers are up so far this year to its 400 properties that include Stonehenge and Dover Castle. Forecasts for the weather in the UK are not so optimistic. The Met Office says it expects unsettled weather over much of the UK with sunshine and showers, and there is a possibility of snow in higher parts. Ginny McGrath
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