A new UK-wide campaign to encourage people to take a domestic break during autumn and winter has been launched by the UK’s national tourism organisations.
The £5 million ‘Escape the Everyday’ campaign, which is a partnership between VisitEngland, VisitScotland, London & Partners, Tourism Northern Ireland, and Visit Wales, highlights the quality destinations, visitor attractions and experiences on offer across the UK’s cities, countryside and coast to boost tourism across the shoulder season and beyond. The campaign kicks off today with a short 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, which complements VisitScotland’s current ‘Only in Scotland’ 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 Brits surveyed anticipate taking an overnight domestic trip in the UK during September and October, and 21% between November and March.
VisitScotland Director of Marketing, Vicki Miller said: “Scotland is a fantastic destination whatever the season. Whether it’s our stunning landscapes or our world-famous tourism offering, our delicious food and drink or renowned warm welcome, we want visitors to rediscover all our country has to offer this Autumn and Winter.
“The Covid-19 pandemic has had a devastating impact on the industry, and many businesses have shown real resilience to adapt their services and welcome visitors back in a safe and responsible way. We hope by working with our tourism organisation partners this campaign will be an additional tool to help businesses attract more visitors in the coming months.
“Tourism is facing its biggest challenge in a generation and will need support for some time to come.Recovery will require a collective effort, working in collaboration and partnership with all those who have an interest in tourism to inspire visitors to support the industry in its time of need. We must act as one to ensure the best possible outcomes for the whole of the visitor economy. “
As part of the collaboration, VisitScotland, VisitEngland, London & Partners, Tourism Northern Ireland and Visit Wales has also created a free Escape the Everyday campaign toolkit with marketing materials that destinations and tourism businesses across the UK can download, adapt and use to promote their local offer to boost tourism across the shoulder season and beyond on the themes of ‘discovery’, ‘freedom to explore’ and ‘treat yourself.’ The toolkit includes information about the campaign with details of partnership opportunities.
The ‘We’re Good To Go’ industry standard and consumer mark launched by VisitEngland in partnership with Tourism Northern Ireland, VisitScotland and Visit Wales, is also supporting visitors to book a break with confidence, reassuring travellers that tourism businesses are following official guidelines in their respective nations to welcome them back safely. More than 36,000 businesses across the UK have signed up to ‘We’re Good To Go’ since its launch giving customers, staff and local residents confidence and reassurance that the correct procedures are in place.
As part of the Escape the Everyday campaign the tourism organisations are also partnering on an upcoming ‘national weekend swap.’ Social media ‘influencers’ from across the UK are set to ‘swap’ their own respective nation or region for another across two weekends in September, 18 to 20 and 25 to 27, to responsibly explore and promote the local destinations, activities and experiences on offer in line with government guidance. The content generated during the trips will be shared across the influencers’ social media channels as well as by the tourism organisations to tempt younger audiences to take a short-break in the UK.
VisitBritain has forecast 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% equalling a £24.0 billion loss.
The Escape the Everyday campaign, part of the UK Government’s GREAT Britain campaign, is expected to generate more than 200,000 additional domestic overnight holiday trips in the UK.
