A to Z of Destinations
Australia, NZ and South Pacific
A to Z of Experiences
Walking and trekking
Diving and snorkelling
Wildlife and safaris
Meet the locals
Frontier and expedition
Cycling and Mountain Biking
Visiting the Poles
Career breaks and BIG trips
Body and soul
Volunteer and conservation
Australia, East Coast
Everest Base Camp
Trans-Siberian and Trans-Mongolian railway
Aurora Borealis/Northern Lights
Machu Picchu and the Inca Trail
12th May 2012
Research shows over two thirds of Brits not affected at all by £3m advertising campaign
Research conducted by YouGov for prepaid currency card provider Caxton FX shows that the government’s multi million pound 'Holiday at Home' advertising campaign has had no effect on 67% of the people surveyed.
Over 2,000 adults were surveyed, of which 13% hadn't seen the campaign and one in 25 people were actually less likely to holiday in Britain after seeing it. This figure rose to one in ten people in Scotland. The campaign had the most positive effect in the north of England – a fifth of people in these regions are more likely to holiday in Britain following the campaign.
James Hickman, Managing Director of Caxton FX commented: “In spite of substantial investment, it seems that Brits are still committed to holidays abroad and with the pound currently very high against the euro, holidays abroad can offer good value; especially for those people who would prefer to avoid the Olympics this summer!"
Tourism and heritage minister John Penrose and James Beresford of VisitEngland defended the campaign to promote domestic tourism in the face of criticism at the ABTA Travel Matters conference last week. Penrose said the campaign was designed to mitigate an "imbalance" in the marketing investment for domestic tourism in favour of overseas tourism.
He continued: "We spend [...] between £100m and £150m, partly through taxpayer money and partly through industry investment, on the outbound market, but we have done nothing for the domestic market."
Have you seen the campaign? What do you think of it? Let us know...
Wales' 870-mile coastal path officially opens | News ... More
Off for a seaside dip? Think again... | News ... More
Go now! Top 4 trips to take this month | Inspire me ... More
Jason Hawkes: Britain From Above | Interviews ... More
6 places to celebrate St George's fiery past | Lists ... More
You must be logged in to leave a comment. Login or get more from Wanderlust - register today!
Simply select the destination you’re interested in or the activities you’re looking
for and we’ll send your request to a select panel of tour operators.
Each operator will respond to your request individually. Your details remain private
and are not disclosed to any partners unless you decide to proceed with a booking.
Save 43% on train tickets with the Train Line
Save 5% on travel insurance with Insure & Go
Save £5 off every Visa with The Visa Machine
Wanderlust sends out regular email newsletters – be the first to know about web
exclusives, competitions, hot offers and travel jobs. Register today!
I have read and agree to the Terms &
Where in the world are you? Add
#wanderlustmag to your tweets and share your latest travel adventures with
fellow Wanderlusters on wanderlust.co.uk
Get to know Wanderlust on facebook and bring all your travel-minded friends, too