NEWS
£2.5m ‘staycation’ campaign to target young UK adults
POSTED 11 Sep 2017 . BY Tom Walker
VisitBritain as launched a UK-wide campaign to encourage the country’s young adult population to take their holiday at home.

The £2.5m Join the World – Discover the UK digital and social media campaign, launching today (11 September), is targeting what VisitBritain calls the ‘lost generation’. Statistics show that 16 to 34-year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago.

The campaign will use 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 initiative 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.

It is part of the UK Government’s GREAT Britain campaign and is expected to generate more than one million additional overnight stays with an £80m boost to the economy.

“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,"said tourism minister John Glen

"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 CEO Sally Balcombe added: “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.”

Join the World - Discover the UK kicks off with the launch of five short films and images showcasing experiences in London and Yorkshire in England, Strangford Lough in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales, through the eyes of international travellers.
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2017

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
AM2
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Attractions Management - £2.5m ‘staycation’ campaign to target young UK adults...
20 Sep 2017 Attractions Management: industry news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

11 Sep 2017

£2.5m ‘staycation’ campaign to target young UK adults
BY Tom Walker

16 to 34-year-olds took almost 1.4 million fewer holidays at home in 2016, compared to a decade ago

16 to 34-year-olds took almost 1.4 million fewer holidays at home in 2016, compared to a decade ago
photo: Shutterstock.com

VisitBritain as launched a UK-wide campaign to encourage the country’s young adult population to take their holiday at home.

The £2.5m Join the World – Discover the UK digital and social media campaign, launching today (11 September), is targeting what VisitBritain calls the ‘lost generation’. Statistics show that 16 to 34-year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago.

The campaign will use 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 initiative 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.

It is part of the UK Government’s GREAT Britain campaign and is expected to generate more than one million additional overnight stays with an £80m boost to the economy.

“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,"said tourism minister John Glen

"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 CEO Sally Balcombe added: “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.”

Join the World - Discover the UK kicks off with the launch of five short films and images showcasing experiences in London and Yorkshire in England, Strangford Lough in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales, through the eyes of international travellers.



Connect with
Attractions Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Culture at heart of Dubai Expo legacy plans as government unveils District 2020
Culture at heart of Dubai Expo legacy plans as government unveils District 2020   19 Sep 2017

Dubai has revealed its legacy plans following the 2020 World Expo, announcing plans to turn the site into a multi-use urban leisure district following .... more>>
Legoland bringing VR coaster racing experience to Florida, Malaysia and Germany parks
Legoland bringing VR coaster racing experience to Florida, Malaysia and Germany parks   19 Sep 2017

Merlin Entertainments has revealed plans to introduce a high-adrenaline virtual reality (VR) experience to rollercoasters in three of its parks. .... more>>
Real Madrid plans interactive football experience in China
Real Madrid plans interactive football experience in China   18 Sep 2017

Real Madrid football club has announced plans to create an interactive football experience centre as part of a major development in Zhuhai, China. .... more>>
David D'Alessandro to step down from SeaWorld board as operator names Yoshikazu Maruyama new chair
David D'Alessandro to step down from SeaWorld board as operator names Yoshikazu Maruyama new chair   15 Sep 2017

Further strengthening its ties with China, SeaWorld has elected Zhonghong Zhuoye Group's (ZZG) Yoshikazu Maruyama as its new chair, also naming Donald .... more>>
Company profile


Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA, is privately owned by Mr Alberto Zamperla. Located in Vicenza, Italy, the headquarters are supported by many Zamperla subsidiaries around the globe.

View full profile>>

Catalogue gallery






in this issue

• Tourism deal in 'common interest' of Europe
• TRIB3 set to open in Leeds and Moscow
• Luxury hotel included in Newcastle plan



Latest jobs




Promotions and Education Manager, London Zoo
Salary: £30,316 pa (Inclusive of London Weighting)
Location: Camden, London, United Kingdom
Company: Zoological Society of London
Head of Marketing and Business Development
Salary: Competitive
Location: Bishop Auckland, United Kingdom
Company: Kynren
Director of Marketing and Communications
Salary: Competitive
Location: Bishop Auckland, United Kingdom
Company: Kynren
Operations Manager
Salary: £28-35K
Location: Milford, Devon, United Kingdom
Company: The Fairground Heritage Trust
Diary dates
Powered by leisurediary.com

17-20 Sep 2017

Decorex International

Syon Park, London, United Kingdom


18-20 Sep 2017

Hotel Show

Dubai World Trade Centre, Dubai, United Arab Emirates



Attractions Management magazine 2017 issue 3
Attractions Management
2017 issue 3

View issue contents
View on turning pages
Download PDF
  Obituary: The Man Who Walked With Walt
We look back at the life of Disney Legend and well-loved Imagineer, Marty Sklar More>>
  Zoos & aquariums: Sea Change
World aquariums join with the European Commission in the fight against marine litter More>>


Attractions Management magazine 2017 issue 2

Attractions Management
2017 issue 2

View issue contents
View turning pages
Download PDF
  Themed design: Onwards and Upwards
Meet Forrec’s Gordon Dorrett and Cale Heit More>>
  Science centres: Sparks Fly
The Wolf Museum of Exploration + Innovation (MOXI) is a brand new science centre in Santa Barbara, with a refreshing approach. CEO Steve Hinkley tells all More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd