ABTA slams ‘misguided’ VisitEngland campaign
ABTA has rubbished a £4m Government-backed advertising campaign to encourage Britons to holiday at home this year, saying it will do nothing to encourage people to book domestic breaks.
It said the domestic tourism campaign, launched today by VisitEngland, was a "misguided use of public funds".
A YouGov poll commissioned by ABTA found that only 4% of consumers admitted to being influenced by Government advertising. The majority – 45% – said they were more influenced by family and friends and 36% said they were inspired by travel websites and brochures.
A further 16% said they were influenced by newspaper and magazine recommendations or TV programmes and films, but only 7% said they were influenced by TV adverts.
Nearly two-thirds of respondants said they didn’t think the Government should spend money trying to influence where people choose to holiday, although one in five supported the Government’s campaign.
The Holidays at Home are Great campaign – the biggest ever launched by VisitEngland – will include TV adverts starting tomorrow starring celebrities Stephen Fry, Julie Walters, Rupert Grint and Michelle Dockery. In ABTA’s survey, only 1% of people who booked holidays admitted to being swayed by celebrities.
The survey also revealed that British holidaymakers are more likely to look forward to a foreign break (42%) than a domestic one (16%), although 41% said they looked forward to both types of holiday equally.
ABTA chief executive Mark Tanzer said: "2012 is a year for Britain to shine and there are some fantastic events and places to visit for people choosing to holiday in the UK.
"However, I don’t think the Government needs to spend £4m of our money telling us that we’re having the Queen’s Jubilee and the Olympics.
"It is clear that the majority of Brits are strongly opposed to the Government spending taxpayer money on telling them where to go on holiday. British holidaymakers should be free to make their own choices and enjoy the variety the world has to offer without Government interference."
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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