Statistics show that last year, 16-to-34 year olds took almost 1.4 million fewer holidays at home than they did to a decade ago, and VisitEngland is launching a £2.5 million digital and social media campaign on Monday 11 September to target this ‘lost generation’.
‘Join the World – Discover the UK’, run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales and other tourism businesses across the UK, will use overseas social media influencers and travellers to showcase the amazing moments and experiences that can only be had on a holiday at home in the UK.
The campaign will include short films and images seen through the eyes of international travellers, promoted across digital and social media channels Facebook, Instagram and Snapchat and dozens of digital billboards throughout the UK, and is expected to generate more than one million additional overnight stays with an £80 million boost to the economy.

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