Stimulating domestic tourism

Inviting young people to ‘Join the World’
Showcasing amazing moments
Encouraging young Brits to holiday at home

In 2016/17 we produced integrated, digital and traditional marketing campaigns to promote domestic tourism, and we strengthened collaborations with key partners. We launched new projects, extended our reach and inspired Brits to explore the amazing experiences on offer on their doorstep.

Inviting young Brits to ‘Join the World’

Our domestic marketing activity showcased Britain’s amazing moments, turning travel inspiration into advocacy and stimulating additional domestic holidays and spend.

Whilst the first four months of 2017 showed a record number (14.4m) of domestic holidays taken, VisitEngland’s research showed that 16-34 year olds took almost 1.4m fewer holidays at home last year compared to a decade ago.

A bold, new, domestic GREAT Britain campaign launched in September 2017 therefore, designed to reverse that trend, recover the UK’s ‘lost generation’ and get more young people to experience the amazing holidays on offer at home.

Our ambitious £2.5m Join the World - Discover the UK campaign was delivered in partnership with VisitScotland, VisitWales and Northern Ireland, as well as destination organisations and businesses nationwide.

Five new films highlighted unique experiences for young visitors in England, Wales, Scotland and Northern Ireland, through the eyes of their international millennial peers. Running across Facebook, Instagram, Snapchat and dozens of billboards around the UK, two new hashtags, #lovegreatbritain and #loveUK, encouraged and enabled young British millennials to join the conversation.

Driving traffic to a hub on, we then promoted exciting seasonal events and experiences with blogs and user-generated content, capturing the attention of 16-34 year olds with renewed focus.

The campaign continues throughout the year, and sees us working closely with social influencers to reach young Brits through the people and platforms they already use.

By reinvigorating the potential of Britain’s domestic youth visitor market, Join the World-Discover the UK is expected to generate more than 1m additional overnight stays and provide a further £80m boost to the economy.



Showcasing amazing moments

OMGB domestic imagery collageIn partnership with VisitScotland, Visit Wales and Tourism Northern Ireland, VisitEngland delivered the domestic GREAT campaign for 2016/17: #OMGB – Home of Amazing Moments.Over the five years since the first domestic GREAT campaign, the programme has delivered incremental spending of over £730m.

The Domestic #OMGB campaign encouraged people to experience the culture and countryside of England, combining TV, digital, social, Out of Home (OOH) and print communications, with highlights including:

  • Working with a number of travel trade partners to encourage engagement in the campaign including: Advantage, Barrhead Travel, Premier Travel, The Travel Network Group, Thomas Cook, TUI and tour operators Attraction World, Bourne Leisure, Hoseasons, Shearings and Superbreak – with over 50% reporting an increase in sales
  • Arranging a series of #OMGB social media influencer trips to mark the release of the BFG film and the Roald Dahl centenary celebrations - which produced 68 pieces of coverage with 25m opportunities to see
  • Partnering with TripAdvisor to discover the ingredients of an unforgettable holiday, gathering figures to reveal what those best moments are and where and how to find them in the UK, resulting in coverage in Express online and Travel GBI.
  • VisitEngland’s PR activity saw us work with key partners such as TripAdvisor, as editorial pitches resulted in 76 media clips with a reach of more than 40m 
  • Students from across the country shared their favourite images of the UK on social media with a reach of over 47,500 people, as part of a nationwide photo competition run in partnership with Chevening, the UK government’s international awards, scholarships and fellowships programme.
Year of Literary Heroes map, World Book Day, Britmums and press
Year of Literary Heroes map, World Book Day and Britmums
Ashton Lane, Glasgow
Join the World domestic campaign encouraging millennials to holiday at home
Domestic press, PR and social media coverage
Domestic press, PR and social media coverage

Over a billion opportunities to see

Our ‘always-on’ PR strategy generated maximum positive editorial exposure for England, generating a billion opportunities to see and over 2,200 pieces of coverage. The campaign celebrated amazing moments and encouraged people to take more holidays at home in 2016/17.

From Hamlet to Harry Potter, England’s literature is world-renowned. Year of Literary Heroes celebrated the nation’s rich literary heritage, connecting bookable product to major anniversaries taking place throughout 2017. We linked with World Book Day, developed our first survey into literary tourism and teamed up with key industry and influencer partners to achieve widespread coverage.

  • Our literary map of England was seen by 1.4m people – one our best performing social media posts of 2016/17
  • Wide-ranging influencer and press trips to key literary locations achieved 448 pieces of domestic consumer coverage, resulting in 93m opportunities to see
  • VisitEngland’s partnership with Britmums resulted in #BookEngland trending on Twitter
  • Industry and destination partners took the theme and ran with it, with local and nationwide trails encouraging wider exploration of England’s literary heritage
  • To reach a wider audiemce we worked extensively with the social influencers.
  • Teaming up with popular Instagrammer, Zannavandijk, we built ambassadorial support for VisitEngland across social media, reaching 186,000 of her followers.
  • Harnessing Britmums’ popular blogging and influencer network, our #OMGBFamily hashtag generated 27.5m impressions and achieved #7 trending in the UK.


"A bold, new, domestic GREAT Britain campaign launched in September 2017 to recover the UK’s ‘lost generation’ and get more young people to experience the amazing holidays on offer at home."