Young people are being targeted with a digital push to encourage them to take domestic short breaks.
A series of seven 10-second clips are being displayed by VisitEngland on digital billboards across 100 locations including railway stations and shopping centres in England, Scotland and Wales.
The three-week run of activity is part of VisitEngland’s wider #MyMicrogap campaign introduced last year to encourage more younger people to holiday in England.
The digital clips carry images of experiences and activities typically taken during a gap-year that can be condensed into a short domestic break of one to three nights.
The #MyMicrogap campaign follows research by VisitEngland into the travel habits of young Brits which showed that less than a quarter (24%) of 18-to-34 year olds were likely to take a career break to travel in the next three years.
This comes as MMGY Global published research revealing almost 60% of millennials used a traditional travel agency to book a domestic break in the last year.
The idea of ‘microgapping’ appealed to almost two-thirds (64%) with more than half (57%) likely to take a microgap during the next three years.
Research showed that young people keen on taking a microgap wanted the same self-development opportunities typical of a gap-year. Top activities and experiences sought were wellbeing and relaxation, visiting iconic landmarks, trying local food and drink and seeing nature and wildlife.
Statistics show that 16-34 year olds took almost 1.4 million fewer holidays in Britain than a decade previously.
VisitBritain/VisitEngland marketing director Clare Mullin said: “From walking with Alpacas in the Lake District to road-tripping through the North York Moors National Park, from sampling the food stalls in Pop Brixton in London to unleashing your creative side painting murals in Manchester, we want young Brits to discover the great experiences right here on their doorstep.
“By igniting the passion to holiday at home and encouraging young Brits to try something new we can boost growth from tourism now, spread its economic benefits across more of the year and cement the holiday habits of the future.”
This is a community-moderated forum.
All post are the individual views of the respective commenter and are not the expressed views of Travel Weekly.
By posting your comments you agree to accept our Terms & Conditions.