Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home last year compared with a decade ago.
VisitEngland’s £2.5m ‘Join the World – Discover the UK’ digital and social media campaign, launching on Monday 11 September, is targeting this ‘lost generation’ using overseas social media influencers and travellers to showcase the experiences that can be had on holiday in the UK.
The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales, tourism businesses and destination management organisations across the UK.
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 £80m boost to the economy.
John Glen, UK government minister for tourism, said: “There is an incredible amount to see and do across the whole of the UK and we want to inspire more young people to take in our world-class attractions, sites and cities.”
Sally Balcome, chief executive of VisitBritain and VisitEngland, added: “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.
“We want young people to take a new look at the sheer diversity and quality of activities and experiences right here on our doorstep and inspire them to book a short-break, boosting seasonal tourism and spreading its economic benefits across the UK.”
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.