Enjoy England is encouraging travel agents to sell British in a new campaign.
The tourist board has teamed up with ABTA, tour operators and hoteliers to launch an initiative to bolster UK tourism.
A committee of 18 members is working on a series of events to increase travel agents’ awareness of the potential of the domestic market.
Representatives from the Co-operative Travel Trading Group and Thomas Cook are also on the committee to contribute agents’ views.
Using the brand ‘Book Britain’, the committee will be organising golf tournaments, roadshows and online activity.
In June it will host a fullday event with a ‘Little Brit’ awards ceremony for the topperforming agents who sell domestic holidays.
Book Britain will also be promoted in British Tourism Week from March 10 to 19.
Enjoy England sales and trade marketing manager Claire Hancer said: “Travel agents don’t always realise how much money can be made from booking UK breaks. We want the industry to work together to educate agents and therefore increase bookings. Agents know Spain and Greece like the back of their hands but they don’t know their own country.”
Many holidaymakers do not realise they can book UK trips through travel agents, she added.
“There is a big untapped market out there as so many people are taking multiple holidays nowadays. Agents should be getting in touch with customers after their holiday abroad and asking them if they’d like a short break in the UK. They could promote this service using A-boards and window posters,” added Hancer.