As per last year, #MyMicrogap targets the ‘lost generation’ of 18-34 year olds 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.
In its first phase the activity introduces the concept of a microgap, which can be best defined as:
“The act of taking short breaks that offer the same enriching opportunities for self-development as that experienced on a typical gap year or career break.”
Phase 1 launches with digital display and social activity on 24 October, showcasing a North England Road Trip, Craft beer in London and a Digital Detox in Sussex. These, and additional Microgaps, can be found on our website www.visitbritain.com/jointheworld.
Over the coming months and through work with VICE as content partner and commercial partners as well as those using the campaign hashtag #MyMicrogap we will be creating and curating more and more amazing experiences fulfilling one or more of the microgapping elements:
Learn new skills
Support a good cause
Embrace a challenge
Indulge a passion
Tick off bucket list experiences
Discover local flavours
Meet new people