National tourism body VisitEngland is to spend more than £2 million on an advertising campaign next year, as it looks to encourage more Brits to holiday at home.
The owners of country cottages to rent have been helped by a rise in what is known as the ‘staycation’, as cash-strapped Brits scale-back their holiday plans in the difficult economic climate. However, 2012 also saw British holiday destinations benefit from a feel-good factor caused by the Jubilee and the London Olympics, and VisitEngland is keen to build on this into the next holiday season.
According to the Daily Mail, the head of VisitEngland, Lady Cobham, has pledged to grow the British holiday industry – already worth around £97 billion to the UK economy – by five per cent year on year. Announcing the new media campaign, the paper reports her as saying: “The trend to holiday at home has been growing from strength to strength.
“Now is the time to build on the feel-good factor from the Games and harness that national pride by inspiring Brits to look at their home country in a different way – as their next holiday destination.”
Last year saw VisitEngland undertake a media marketing campaign featuring top entertainment stars, such as Stephen Fry, Julie Walters and Harry Potter actor Rupert Grint. Data from the group shows that in 2011, British residents took 104 million overnight trips in England, totalling 307 million nights away from home which resulted in expenditure of £17.9 billion. The number of domestic trips represented a year-on-year increase of nine per cent.