26 March 2009

Ã¢â¬ËœOne in fiveÃ¢â¬â¢ to switch to domestic holidays

One in five people who went abroad on holiday last year would consider switching to the UK in 2009 to save money, a new study shows.

The assertion came from research by new domestic tourism body VisitEngland released at the first best of Britain and Ireland trade show in London today.

The body is to launch a £3 million promotional campaign highlighting the value of taking breaks in England.

TV and national press advertising are planned from next month.

The VisitEngland study found that 90% of the population is cutting back on its overall spend, but the importance of holidays means that they are "more protected" than other areas of expenditure.

More than half of people involved in the research (63%) expect to take a break or holiday in England in the next year.

The predictions emerged as national tourism agency VisitBritain predicted a "tipping point" for tourism to and around the UK in 2009.

The group’s deputy chief executive Sandie Dawe said: "As well as generating more business for the industry to help tide them through the challenging economic climate, Best of Britain and Ireland will be a key opportunity for us to caputure the imagination of the five million extra Britons considering taking a holiday here instead of abroad.

"It could be a real tipping point for British tourism."

*See www.TravelMole.com for updated news from the Best of Britain and Ireland exhibition.

by Phil Davies

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Your Comments (6)

This is good surely...

Many of my hospitality owning clients are saying the bookings are healthy this year and the prospects are good. Well done VisitBritain for highlighting the UK to the UK and taking advantage of the situation. Mr Bowden (below) claims it is insane. But I challenge you to add up the real costs of going overseas - waiting in the airport - travelling between locations, airport taxes, food while you're waiting, poor exchange rates etc etc. Britain isn't as expensive as many claim and is a lot more exciting a destination than many people imagine. Come on UK, lets up our game a bit and get the service levels up too. This country is set to have a tourism kick-start in 2009. And the weather is going to be fantastic too- I promise.

By Peter Shearn, Monday, April 6, 2009
It's insane

Even with the high value of the Euro, a holiday abroad is still cheaper than in ripoff Britain. Accommodation, flights, general living costs, for example, in Portugal, leave Britain reeling. Not to mention the weather. I don't believe that Visit England can be so naÃ¯ve as to punt this stuff.

By Stuart Bowden, Friday, March 27, 2009
More than a welcome blip?

It is nice to hear that UK plc will benefit from more money spent on domestic travel bookings in 2009. But I don't suppose we'll see a "tipping point" in UK stay-at-home tourism until: a). Summer sun is guaranteed b). We learn to deliver consistently high service with a "customer first" attitude c). Domestic holidays are competitively priced (not just a bargain when the sterling exchange rate favours staying at home). While we can't do much about the weather we can do something about the other two. If service and price are ignored, then 2009 will just be a welcome blip for domestic operators.

By Rob Golledge, Thursday, March 26, 2009
UK Breaks Too Expensive

This is more PR for Visit Britain than factual information. 1 in 5 would consider taking a break in the UK?...well, I'd consider buying a Nickleback CD but it doesn't man I'll ever do it (I wouldn't in case your wondering) Not only are UK based holidays difficult to buy in the high street (as mentioned by Brian) they are also incredibly expensive - a late deal in Spain etc from a tour-op is still incredible value - UK need to work harder to bring prices down. Only then will a domestic break be a realistic alternative that also benefits the UK economy.

By Karl Hendrie, Thursday, March 26, 2009
Need a helpful hand selling Cottage Holidays?

You may be right Brian, I know of a small company who are really friendly and helpful, Cottage in the Country on www.cottageinthecountry.co.uk. They've been selling direct for 20+ years but now realise the UK trade is a viable channel. They know their product intimately and are passionate about it!

By Ian Hawkes, Thursday, March 26, 2009
But how much will come through the retail trade?

This is mixed news for the retail trade if it is true. In my long experience there is a distinct lack of knowledge amongst high street agents as far as UK tourism is concerned. So they may have an opportunity to retain those clients who have previously travelled abroad but do they have (a)the knowledge and (b) the product available through the trade to achieve that? Those short on knowledge need to start doing some homework about the destinations and the operators. There are some good UK operators out there eager to deal with the trade but you'll need to search them out to take advantage.

By Brian Hawe, Thursday, March 26, 2009