A UK-wide tourism campaign is launching to inspire young people from Great Britain and Northern Ireland to take a holiday at home.
Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago.
VisitEngland’s £2.5 million ‘Join the World – Discover the UK’ digital and social media campaign, launching on Monday 11 September, is targeting this ‘lost generation’ using 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 is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales and tourism businesses and destination management organisations across the UK.
Part of the UK Government’s GREAT Britain campaign Join the World – Discover the UK is expected to generate more than one million additional overnight stays with an £80 million boost to the economy.
UK Government Minister for Tourism John Glen said:
“There is an incredible amount to see and do across the whole of the UK and we want to inspire more young people to take in our world-class attractions, sites and cities.
“Tourism boosts our economy, creates jobs and supports local businesses. By showcasing the exciting and diverse range of trips on offer I hope it will encourage many more young people to explore the UK.”
VisitBritain/VisitEngland Chief Executive Sally Balcombe said:
“From moonlight kayaking in Northern Ireland and mountain-biking down Elan Valley in Wales to a night-out in the vibrant Ashton Lane in Glasgow and craft-beer experiences in Yorkshire, the UK is packed full of amazing moments.
“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.”