Persuading 16-34 year olds to holiday at home

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Glasgow; one place seeking nore 16-34 year olds

Coming on top of the news that the Mayor of London, Sadiq Khan, wants more people to holiday in London, the domestic tourist authroities want more of us to holiday at home as well. Or some of us at least.

What has prompted the exercise by England, Scotland Wales and Northern Ireland is news that 16 to 34-year-olds took almost 1.4 million fewer holidays at home last year compared to 10 years ago.

So young people will be urged to holiday at home. But as anyone watching television, social media and other media will also see it there is every chance that the rest of us might be persuaded to consider the advantages of holidaying at home. The best argument at the moment for holidaying at home is the low level of sterling making many countries expensive holiday options.

Called ‘Join the World – Discover the UK’ campaign will target, in the words of Visit England, this ‘lost generation’ which seems a little bit insulting as the group holidays but hasn’t had enough desire or incentive to holiday at home.

The campaign will run in partnership with the national tourism bodies of Northern Ireland, Scotland and Wales alongside regional and local tourism businesses and destination management organisations.

If the tourist authorities have got their sums right, it is expected that the campaign will generate more than one million additional overnight stays with an £80 million boost to the economy.

The campaign kicks off with the launch of five short films and images showcasing experiences, documented by overseas visitors, in London, Yorkshire, Glasgow, Strangford Lough in Northern Ireland, and the Elan Valley in Wales.

But have the authorities selected venues that will appeal to this target group? Only time will tell.

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