Monday, March 19, 2012

UK's Domestic Tourism Campaign

The wail from tourism operators in New Zealand for Tourism NZ to invest in a domestic tourism campaign is a regular topic for debate. I see that the Poms have launched their own nationalistic campaign, led by VisitEngland and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland.

The Holidays at Home are GREAT campaign is part of VisitEngland’s three year marketing strategy worth £24million aimed at inspiring UK residents to take a holiday at home. The current campaign includes a call to action to visit the new special offers website

The overall marketing programme seeks to generate an additional 5.3m short break nights in England with an incremental spend of £480m by 2015.

As I watch quirky UK celebrities interacting with cold, bleak, unexciting landscapes, I wonder if this campaign may backfire by motivating hapless Poms to look offshore for a bit of excitement.

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