About the Escape The Everyday campaign

The £5 million, UK-wide ‘Escape the Everyday’ campaign 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.  

As the tourism delivery partner for the GREAT campaign, we are delivering a £5m UK-wide domestic marketing campaign to inspire consumers to travel and enjoy the country’s amazing tourism offer from this summer.

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 we work together to drive more domestic breaks as quickly as possible.

We are 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.

Escape The Everyday encourages people to escape the unique everyday and inspire consumers to book a short break across the UK by showcasing the breadth of experiences available for them to escape to, when safe to do so, showcasing our vibrant cities, breathtaking countryside and coastal locations that make the UK a brilliant place to explore. The content drives online ‘traffic’ to www.visitbritain.com/escape with ideas and links to information on activities and experiences across the nations and regions. 

Tourism businesses, visitor attractions and destinations across the UK can also get involved. Read on for more about assets you can use to share the message.

Escape The Everyday summer toolkit

Girl kayaking on thamesOur multimedia campaign, Escape the Everydayreassures consumers and builds their confidence to book travel across the nations and regions by tapping into their pent-up desire to escape and for freedom following months of lockdown. Read the press release and download the 2021 industry toolkit  to get involved in the campaign. 


Compilation of ETE responsibly graphcsEscape The Everyday...responsibly

The Escape The Everyday....responsibly campaign encourages visitors to "respect, protect and enjoy" the great outdoors. Tips include avoiding tourist hotspots and searching for hidden gems instead, being kind to staff and locals, following social distancing and COVID protection rules, and looking out for the We're Good to Go mark which shows businesses that adhere to the Government's health and hygiene guidelines.

Use our new logos, posters and new infographics to share the advice to your customers on your channels, on how to be a responsible traveller and make a positive impact on local communities. 


ETE at home logoEscape The Everyday at home

The "lockdown edition" of Escape The Everyday - Escape The Everyday at home -  is activated during during periods of lockdown when travel restrictions are in place. The campaign inspires visitors to discover and explore Britain from home, with a "support local" message to share content such as virtual attractions, to help keep Britain top of visitors' minds for when travel is possible again.