A £5 million ‘Escape the Everyday’ campaign has been created to encourage domestic breaks during the autumn and winter following months of Covid-19 disruption.
The UK-wide push has been instigated by VisitEngland in partnership with the tourism organisations of London, Northern Ireland, Scotland and Wales.
The aim is to boost tourism across the shoulder season and beyond by highlighting quality destinations, visitor attractions and experiences in cities, countryside and the coast.
It follows VisitBritain forecasting a 49% decline in domestic tourism spending in Britain this year equalling a £44.9 billion loss to the economy. Inbound tourism spending is forecast to drop 79% to equal a £24 billion loss.
The campaign kicks off with a video and branded content across social media, digital display and ‘on demand’ television advertising.
The content also drives online traffic to www.visitbritain.com/escape with ideas and links to information on autumn and winter activities and experiences across the nations and regions.
The campaign is also calling for tourism businesses, visitor attractions and destinations across the UK to get involved.
VisitBritain’s latest domestic consumer sentiment research shows that only 19% of people anticipate taking an overnight domestic trip in the UK during September and October, and 21% between November and March.
Tourism minister Nigel Huddleston said: “Summer may be coming to an end but the UK-wide Escape the Everyday campaign will help get great British breaks booked through the autumn and beyond.
“We have been helping the industry get back up and running safely throughout the summer but it is important that we continue to support the sector and do our bit where we can to boost local economies by experiencing the best of the UK.”
VisitEngland marketing director Clare Mullin added: “Tourism needs all of us to make sure it gets back on its feet to once again be one of the most successful sectors of the UK economy.
“Businesses lost months of trading this year. Extending the season through the lean shoulder months and building confidence in taking a domestic trip is critical for the millions of jobs and local economies that rely on tourism right across the country.
“Working with destinations and tourism businesses we can inspire people to explore and rediscover what’s here on our doorstep, following official guidance, and also help build the habit of a lifetime, boosting the economy now and driving growth from tourism in the future.
“Businesses and visitor attractions right across the country have also been working flat-out to welcome visitors back safely, adapting and innovating to meet new ways of working and still providing a great experience.”