Our UK DMOs now have the opportunity to get involved in the next phase of the £5 million, UK-wide ‘Escape the Everyday’ campaign which has just been launched to highlight the quality destinations, visitor attractions and experiences on offer across the our cities, countryside and coast.

First launched in Autumn 2020, the domestic marketing campaign aims to boost domestic day trips and overnight breaks in the run up to summer by inspiring consumers to travel and enjoy the country’s amazing tourism offer and reassure and build confidence to book travel by tapping into pent-up desire for freedom following months of lockdown.

VisitEngland is working in close partnership with the tourism organisations of London, Northern Ireland, Scotland and Wales to ensure that the campaign activity reflects the current guidance for each region/nation.

The campaign, themed around ‘reconnecting with people and places’, has a focus on cities and city visitor attractions, as well as regional gateways which have been particularly hard hit by the lack of international visitors and those that rely on overseas visitors and spending.

The latest forecasts show that domestic tourism spending in Britain is estimated this year to be £51.4 billion, up 51% on 2020, but still only a little more than half, 56%, of the £91.6 billion in 2019. It is therefore crucial that the industry works together to drive more domestic breaks as quickly as possible.

The campaign has set an ambitious target to generate an additional 224,000 domestic trips in the UK so destinations, tourism businesses and visitor attractions can all get involved to make it happen.

To find more, check out the VisitBritain website and download the Escape the Everyday Summer Toolkit which is available to destinations and tourism businesses across the UK with campaign information, ways to get involved and marketing materials that can be adapted to promote local products and services, attractions and experiences.

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