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Britain saw a 10% rise in domestic holiday trips in April this year with tourism spend up 5% for the month, according to the results of the Great British Tourism Survey, by VisitEngland.
The early months of 2014 were characterised by wet weather which had a negative impact on figures, but the survey found that a later, milder Easter had a positive effect on business, with 3.8 million domestic holiday trips taken in April.
Looking ahead, over 90% of businesses say they feel confident about the remainder of the summer holidays, with 70% of accommodation providers reporting strong forward bookings for the rest of the school holiday period.
This two-part campaign included a series of business support workshops in affected areas and an advertising campaign to combat negative perceptions and drive holiday bookings in England ahead of the Easter break.
James Berresford, VisitEngland’s chief executive, said: “It is fantastic to see a boost in domestic holiday trips and spend for April and businesses feeling confident as the summer holiday period gets well underway.
“This demonstrates the resilience of the tourism industry following the impact of the extreme weather earlier this year and the success of the flood support campaign. We have seen the trend to holiday at home soar in the past five years and it’s a trend we’re confident will continue.”
Image courtesy of VisitEngland/Visit Brighton/David Matthews
