VisitEngland has partnered with the tourism organisations of London, Northern Ireland, Scotland and Wales to launch the next phase of its campaign to boost domestic trips.
The latest wave of the campaign has a £5 million budget to promote staycations in the run-up to the summer.
Called ‘Escape the Everyday – Enjoy the UK this Summer’, it has started with content on social media, then on-demand television advertising begins from May 25.
The multi-media campaign will ramp up as the summer season approaches and in line with each nations’ roadmap.
It is also calling for tourism businesses, visitor attractions and destinations across the UK to get involved.
Domestic tourism spending is estimated to be £51.4 billion this year – just over half of the £91.6 billion spent in 2019.
Tourism minister Nigel Huddleston said: “Our brilliant tourism and hospitality sector has faced unprecedented challenges over the past year, which is why we’ve already provided £25 billion in support, including £5 billion in VAT cuts.
“There is so much to see and do across the whole of the UK and our great cities have lots to offer. I encourage everyone to get out there to explore our wonderful cities and support domestic tourism.”
Clare Mullin, VisitEngland marketing director, added: “By highlighting the quality and sheer diversity of tourism products, destinations and experiences, we want to inspire people to explore what’s here on our doorstep, to reconnect with places they love and to support local businesses and visitor attractions as they reopen and rebuild.
“Our cities and city visitor attractions have also been particularly hard hit by the lack of overseas visitors. With international tourists slower to return, this really is the year to rediscover the crown jewels of tourism in our vibrant cities with their outstanding mix of contemporary culture, buzzing hospitality, world-renowned heritage and first-class visitor attractions.
A free Escape the Everyday campaign toolkit is available for destinations and tourism businesses across the UK.