Join the World - Discover the UK

From moonlight kayaking in Northern Ireland and mountain-biking down Elan Valley in Wales to a night-out in the vibrant Ashton Lane in Glasgow and craft-beer experiences in Yorkshire, the UK is packed full of amazing moments.

Join The World – Discover the UK targets the ‘lost generation’ of young people from Great Britain and Northern Ireland and encourages them to take a holiday at home. Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home in 2016 compared to a decade earlier.

A low angle shot people at a market below a bridge with a train going past


The campaign uses social media influencers and travellers from overseas to highlight the amazing moments and experiences that can only be had on a holiday in the UK and is being promoted across digital and social media channels, and through dozens of digital billboards throughout the UK. The campaign drives online ‘traffic’ to a hub on featuring blogs and user-generated content showcasing seasonal events, activities and experiences.

How to get involved

You can also get involved by uploading images of amazing moments in your destination or at your product on social media using #lovegreatbritain and #loveUK for the chance to feature on the hub.

Join the World - Discover the UK kicks off with the launch of five short films and images showcasing experiences in London and Yorkshire in England, Strangford Lough in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales, through the eyes of international travellers. These are being promoted across digital and social media channels Facebook, Instagram and Snapchat and dozens of digital billboards throughout the UK. 

The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales and tourism businesses and destination management organisations across the UK.

This is the sixth year that VisitEngland has run a campaign to boost domestic tourism and get people out exploring the UK.

2 bikers cycle down a steep, grassy mountain