English Tourism: Secretary of State launches Visit England's 2012 marketing campaign at World Travel Market


More than a third of British families have been forced to forego their annual holidays this year as they tighten their belts with the economic condition getting worse bu the day. Now a Minister is advising holidaying Briton should henceforth look inwards.

As thousands British holiday makers are ditching their holiday destinations this year apparently feeling the heat of the recession, a Minister has encouraged that British holiday destinations would provide for an alternative.

According to reports, many people now see family getaways an unnecessary expense, as they struggle in the downturn and with the increase in air passenger duty.

According to the World Travel Market 2011 Industry Report, researchers had to question 1,611 people before they found 1,000 who had actually taken a holiday – counted as seven nights away in Britain or overseas.

Of those that did holiday this year, 59 per cent only took one, while for five per cent, this year marked the first time they had not been away.

More than a quarter (26 per cent) said the increase in costs of travelling owing to taxes was a major issue, while 31 per cent said they would travel less often from now on. ‘For the first time people are beginning to cut back on having a holiday and that is a concerning sign,’ said World Travel Market chairman Fiona Jeffery.

However the report did highlight opportunities for the industry, such as the London 2012 Olympics and potential of emerging nations such as Brazil, Russia, India, China and South Africa as destinations.

United Kingdom Secretary of State, Jeremy Hunt is launching a  visit England’s 2012 holiday-at-home marketing campaign to turn the eyes of many from holiday abroad.

He is making an  an initiative that encourages foreigners to visit England for holidays while also appealing to locals to appreciate British assets and endowments by staying in the country during holiday periods to savor the benefit of home traveling markets. 

The appeal came as world converged to hold this years World Travel Market which kicked off on November 7, 2011

The newly launched three-year campaign will kick off in February next year  and it will involve aggressive TV advertisement campaigns aimed at inspiring Britons to take more short-breaks in England.  

The TV campaign will also promote a website offering hundreds of holiday price concessions and promotions, offering at least 20.12% off the original price.
Visit England is working with a range of partners including hotels, attractions and transport providers who have pledged to honour this offer.
Those partners who have been confirmed so far include: Hoseasons Group, Bourne Leisure, Superbreak, The Eden Project and The Coach Tourism Council.

TV campaign will run for two months and will reflect the ‘GREAT’ branding launched earlier this year by the Prime Minister.

Visit England, Chief Executive James Berresford said: “We are delighted to be working alongside Government on our holiday-at-home campaign.

We are committed to ensuring the full potential of the London 2012 Olympics & Paralympic Games, the Diamond Jubilee, the Torch Relay, the Cultural Olympiad and all the events of 2012 are realised by the tourism sector across the country through the delivery of a joint marketing campaign with industry.”

Ray Jones, Product Development Director at Superbreak said: “As the UK’s leading short-break operator we are fully supportive of the VisitEngland campaign to promote domestic holidays during 2012 and beyond. Superbreak will be offering consumers outstanding value deals within the campaign all bookable online or via our call centre in York.”

VisitEngland’s research shows an increase in Britons taking breaks at home and enjoying the destination on their doorstep. 85% of respondents to the tourist board’s satisfaction survey described the destination they visited as excellent or good and 86% would recommend it to others.

It is essential to use 2012 to reinforce this trend and strengthen the future of tourism, thereby supporting the economy and employment.

The ad campaign will be complemented by a number of partner marketing campaigns over the following three years showcasing England to a domestic audience and highlighting the country’s world-renowned history and heritage; pristine national parks, market and coastal towns and vibrant metropolitan cities.  The overall campaign seeks to generate an additional 5.3m short break nights in England and an incremental spend of £480 million by 2015.

In addition to consumer marketing, this campaign will include a dedicated strategy aimed at the travel trade including tour operators, travel agents and group organisers. VisitEngland’s travel trade team will be engaging with this important sector to increase sales of holidays in England and extend awareness of England as a destination – encouraging operators to feature England ahead of competitor countries. Elements of the campaign include the creation of an online toolkit and collateral, training programmes, road-shows, regular newsletters and social media activity.