VisitBritain is to employ the services of overseas visitors to promote the advantages of holidaying in the UK.
The move comes as official figures show fewer 16-34-year-old Brits are taking domestic holidays than a decade ago.
VisitBritain plans to target this ‘lost generation’ by promoting cool UK destinations from the perspective of foreign visitors.
Figures show the number of overnight stays taken in the UK by this younger age group dropped from 11.3 million in 2006 to 10.2 million last year.
Sally Balcombe told the Sunday Times: “Staycations have been growing in popularity and families and the retired have been staying at home and enjoying domestic holidays, but this group have been busy jumping on planes.
She added international travellers “will remind our 16 to 34-year-olds how great we are, because they think we are great.”
Among the attractions the tourism board will focus on are street art by Banksy, hip bars and vegan restaurants in Bristol, the nightlife of Ashton Lane, Glasgow, mountain biking in Elan Valley, Wales, midnight kayaking in Northern Ireland and craft beer drinking in Yorkshire.
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