Comment: Trade will play vital role in UK campaign

The national tourism board had just unveiled plans for its latest marketing campaign, and a trade call-to-action was notable by its absence.

Fast forward to early 2014 and, fresh from being voted Best Tourist Board by agents at this year’s Globe Travel Awards, things couldn’t be more different. Not only has VisitEngland announced it will be reviving its successful advertising campaign featuring Wallace and Gromit, it has also confirmed that the trade will once again play a crucial part.

Many domestic operators have enjoyed a fruitful few years, and part of that success can be traced back to a mutually supportive relationship between suppliers, VisitEngland and frontline travel sellers.

As one operator succinctly put it to me, when the market leader (Thomson) is instructing its agents to ask every customer booking an overseas holiday if they have considered booking a domestic break as well, you must be doing something right.

Travel Weekly continues to support the sector with our annual domestic holidays Special Edition and other initiatives, such as our media partnership of the Travel Brit Awards, and we are delighted that VisitEngland has continued to show its support for the trade by being the headline sponsor of this issue.

Demand for overseas travel appears to be returning. If the domestic sector can also keep up its momentum in partnership with the trade, it should be good news for everyone.