Agents and operators are backing the largest domestic marketing push for 2016 being unveiled today (Thursday) by VisitEngland ahead of the May half-term and summer holidays.

The £2.5 million #OMGB ‘Home of Amazing Moments’ TV, digital and print campaign is designed to promote trips across Great Britain and Northern Ireland.

Film and images of authentic experiences and activities have been shot on locations across the UK to inspire people to take a domestic short-break as part of the government’s GREAT Britain campaign.

The four-week campaign is expected to generate more than 1.3 million additional overnight stays this year with a £100 million boost to the UK economy.

The campaign inspires people to share images of their own holiday moments in the UK using the hashtag #OMGB, some of which will appear across VisitEngland and VisitBritain’s Twitter, Instagram or Facebook platforms.

Industry partners include Thomas Cook, Tui, The Travel Network Group, Advantage, Barrhead Travel, Premier Travel and operators Shearings, Bourne Leisure, Hoseasons, Superbreak, BreakFree Holidays and Attraction World.

Partners are using #OMGB imagery and logos in their stores, and in print and digital advertising during the coming months.

Travel offers and deals for UK breaks to tie in with the campaign, and competitions, will be available on

It is the fifth year that VisitEngland has run a campaign to boost domestic tourism and get people out exploring the UK.

Former promotions featured Wallace & Gromit, Shaun the Sheep, as well as celebrities.

As in previous years, the campaign is run in partnership with the national tourism organisations of Scotland, Wales and Northern Ireland and tourism businesses across the UK.

VisitEngland/VisitBritain chief executive Sally Balcombe said: “From taking a dip in Wastwater Lake in the Lake District to riding the waves at Surf Snowdonia, from watching sunlight breaking over the Scottish Highlands to walking in the footsteps of giants along The Giant’s Causeway in Northern Ireland, the UK is packed full of incredible experiences that you can’t get anywhere else.

“By showing the sheer diversity of activities right here on our doorstep we want to inspire people to book a trip right now to discover their own amazing moments, driving growth in tourism across our nations and regions and spreading its economic benefits across the UK.”

This year’s ‘Home of Amazing Moments’ domestic campaign is part of a global #OMGB campaign to attract more tourists to the UK.

Latest figures show that there were 124 million overnight trips recorded across Great Britain last year, an increase of 9% on 2014 with £25 billion spent, up 9% year-on-year.