London continues to command the market for city breaks in the UK and short-break operators are in no doubt that the capital will remain the biggest seller in their programmes, representing about one-third of total bookings.
Historic cities like Edinburgh and York also continue to hold their positions as firm favourites. But according to operators, Glasgow – designated as the 1999 UK City of Architecture and Design – Manchester and Newcastle are emerging as popular destinations.
“People talk about the popularity of Edinburgh as a top-seller, but Glasgow also performs strongly,” said Superbreak sales director Ian Mounser.
According to Rainbow product director Chris Edwards, big entertainment venues like the Manchester Evening News Arena and the Newcastle Arena attract visitors to the city to see the big-name acts, but both cities also have strong appeal in their own right, with good shopping and nightlife.
Both cities also attract significant numbers who come to watch the football teams in action on their home grounds.
The city of Norwich is proving a strong seller for operators. Edwards said: “People often forget about Norwich, but it has great appeal for short breaks. It has a lot of good accommodation and is well-serviced for tourists.”
Crystal Premier Britain programme director Simon Box agreed. “It is not somewhere that immediately springs to mind, but we do have significant demand for it,” he said.
In common with Rainbow, Crystal has increased its capacity in Manchester in recent years in response to demand for weekends away in the city.
The operator has also added five-star rooms in Cardiff with the introduction of Sir Rocco Forte’s new hotel, the St David’s Hotel and Spa in the city’s bay area.
Superbreak also tips Cardiff as a strong seller for next year. “I suspect Cardiff will sell well after the Rugby World Cup, and there has been a lot of investment in the city,” said Mounser.
Bristol is a destination that all UK short-break operators say has increased its profile recently. Mounser believes the city’s joint-marketing efforts with Bath have paid dividends. So has the National Lottery funding, which has been invested in regenerating the city, particularly around the port area. “It is also seen as a gateway to the West Country,” added Mounser.
Another city that works hard at marketing itself is Stoke-on-Trent. According to tourism services officer Julie Obada, research carried out by the Heart of England Tourist Board shows that although most visitors still only spend a day in the city, it is gradually building the number of overnight stays.
As well as promoting itself in the tourist board’s Staffordshire Short Breaks campaign, Stoke-on-Trent belongs to the Great British Cities marketing consortium, which has 14 members, including newcomers Newcastle, Bristol, Birmingham and Bradford.
Though the consortium’s marketing efforts are directed at the consumer rather than the trade, its participation in holiday shows does help raise awareness of alternative UK short-break destinations, such as Derby, Nottingham and Plymouth.
Jetset
1 London
2 Edinburgh
3 Glasgow
4 York
5 Manchester
Superbreak
1 London
2 Edinburgh
3 York
4 Glasgow
5 Chester