Tourism agencies unite for winter staycation campaign

£5 million campaign encourages Brits to “escape the everyday”

A NEW tourism campaign promoting autumn and winter staycations across the UK launched today (September 16).

The ‘Escape the Everyday campaign, a joint initiative between tourism agencies VisitScotland, VisitEngland, London & Partners, Tourism Northern Ireland and Visit Wales, highlights destinations and visitor attractions across the UK in a bid to boost tourism throughout the shoulder season.

A short video will feature on ‘on-demand’ TV channels with branded content also appearing across social media.

Businesses can support the campaign by downloading a digital ‘toolkit’ from the VisitBritain website which includes marketing materials.

The campaign comes after VisitBritain research which found that only 19% of Brits anticipate taking an overnight trip within the UK during September and October, rising only slightly to 21% between November and March.

Vicki Miller, director of marketing at VisitScotland, said the aim of the campaign is to encourage people “to rediscover all our country has to offer this autumn and winter”.

“The COVID-19 pandemic has had a devastating impact on the industry, and many businesses have shown real resilience to adapt their services and welcome visitors back in a safe and responsible way,” said Miller.

“We hope by working with our tourism organisation partners this campaign will be an additional tool to help businesses attract more visitors in the coming months.

“Tourism is facing its biggest challenge in a generation and will need support for some time to come. Recovery will require a collective effort, working in collaboration and partnership with all those who have an interest in tourism to inspire visitors to support the industry in its time of need. We must act as one to ensure the best possible outcomes for the whole of the visitor economy.”