VisitEngland’s £2.5 million ‘Join the World - Discover the UK’ campaign launched in September. The second instalment features two films created by overseas social media influencers, Canadian Nadine ‘Hey Nadine’ and Alex ‘FrenchGuyCooking’ on inspirational trips in Bristol and Northern Ireland. The films are running on social media as well as being promoted by the influencers themselves and will be hosted on VisitEngland’s bespoke online hub at www.visitbritain.com/jointheworld.
Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago. The campaign targets the ‘lost generation’ using overseas media influencers and travellers to showcase to their peers the amazing moments and experiences that can only be had on a holiday at home in the UK. It aims to encourage that younger audience to develop the habit of holidaying at home.
VisitBritain/VisitEngland Marketing Director Clare Mullin said:
“These influencer films showcase some of the places and activities that millennials enjoy in the UK. We hope they will set young people off on a voyage of discovery, uncovering the diversity and quality of activities on offer across the country. The aim is to inspire them to book a short-break, boosting seasonal tourism and spreading the economic benefits across the UK.”
The campaign and hub also feature experiences in London and Yorkshire in England, Belfast and other locations in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales and many more through the eyes of international travellers. The content is being promoted across digital and social media channels Facebook, Instagram and Snapchat. As well as the new influencer films, the hub features blogs and user-generated content showcasing seasonal events, activities and experiences. Visitors can upload images of their own amazing moments on social media using #lovegreatbritain and #loveUK for the chance to feature on the hub.
Part of the UK Government’s GREAT Britain campaign, ‘Join the World - Discover the UK’ is expected to generate more than one million additional overnight stays, with an £80 million boost to the economy.
The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales, along with tourism businesses and destination management organisations across the UK.
The latest official statistics show that from January to June this year Brits took a record 26 million domestic holidays in Great Britain.
Tourism is worth £127 billion to the UK economy.
Notes to editors:
- Watch the full 20 minute clip An Outsider's Guide to Bristol and An Outsider's Guide to Food in Northern Ireland
- In 2006 there were 13.96 million overnight holidays taken by the 16-34 year old age group in Great Britain. In 2016 there were 12.60 million overnight holidays taken by this age group in Great Britain. There has therefore been a decrease of 1.36 million overnight holidays taken in Great Britain for the 16-34 year olds since 2006 (source Great Britain Tourism Survey).
- In 2016, 33% of overseas visits to the UK were by young people (16-34) - 12.37 million. They spent £7.7billon in the UK last year (34% of total spending). In 2016 the average spend in the UK by this age group per visit was £625 (the UK average was £599). And average nights per visit was also higher – 8.9 nights vs. UK average of 7.3 nights. The top five inbound markets for the number of visits to the UK for this age group (16-34) were: France, Germany, USA, Irish Republic and Italy.
- Communicating a sense of atmosphere and emotion is important in attracting visitors according to research by VisitBritain. Social media is a powerful influencer in positioning the UK as a destination of choice, with research showing that 71% of visitors use social media on their last international holiday (link to research).
