We are actively monitoring sentiment in overseas markets through press and PR, social media, travel trade and partners. There has been wide coverage in most markets on the weakened GBP, stating this is the best time to travel to Britain, with many markets expecting to see an increase in travel at least for the short term. We will continue to monitor booking trends over the weeks ahead.
With the peak holiday season almost upon us we are working hard to show why this summer is a great time to book a trip to come and visit Britain by:
- Reinforcing the value and welcome message on digital and social
- Reiterating that there is no immediate change in travel arrangements to Britain
- Continuation of the domestic and international #OMGB ‘Home of Amazing Moments’ marketing campaigns
- Exploring with carriers about the possibility of running additional tactical activity in key overseas markets, particularly the US, with a value message within the next few days.
We are also working closely with other Government departments to look at the longer-term strategy and broader welcome message.
British tourism starts from a good place. On top of a record-breaking first quarter for inbound tourism, this week we have published our best-ever domestic holiday figures for a first quarter period. Spending on domestic overnight holidays in England was up 23 per cent from last year to £1.8 billion, while overnight holiday visits in England were up 10% to 7.3 million.
We will continue to keep you informed and we look forward to working with you over the months ahead so that together we can drive continue to growth in tourism across all our nations and regions.