Domestic breaks are set to get a concerted push through the trade thanks to a newly formed committee.
The ABTA UK Tourism and Leisure Committee will be hosting nationwide events for agents to promote the opportunities available in the domestic market.
Backed by Travel Weekly and supported by VisitBritain, ABTA and domestic operators, chairman Claire Hancer said the committee will enable a more streamlined promotion of the country.
She added: “The idea is to make the UK more accessible and bring it into the mainstream market for travel agents.
“Traditionally, the UK is seen as a slightly poor relation to overseas tourism, but there are so many opportunities and commissions available that agents are missing out on.
“The number of fam trips on offer is also incredible, and while they may not be as glamorous as overseas trips, they are very worthwhile.”
Hancer, who is also VisitBritain England sales and marketing manager, said the committee was formed following last month’s merger of the England Interest Group, which represented UK tour operators, and the ABTA UK Tourism and Leisure Advisory committee, which consisted largely of the country’s tourist boards.
Events are already being arranged by the new committee with about 10 trade pub quizzes being held across the UK to find the most domestically-aware agent. A number of roadshows in conjunction with Travel Weekly are also being arranged for the new year.
The committee will also support next year’s British Travel Trade Fair and British Tourism Week, as well as the Little Brit awards, which recognise top domestic selling travel agents.
The England Marketing Advisory Board has been rebranded VisitEngland and will continue promoting and developing English tourism.
Funding is yet to be agreed for the newly named board. Enjoy England will remain as the country’s tourist board.