A UK-wide tourism campaign is launching to inspire young people from Great Britain and Northern Ireland to take a holiday at home.
Statistics show that 16-to-34 year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago.
‘Join the World – Discover the UK’ is a digital and social media campaign launching today and targeting this ‘lost generation’.
It’s using overseas social media influencers and travellers to showcase to their peers the amazing moments and experiences that can only be had on a holiday at home in the UK.
The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales and tourism businesses and destination management organisations across the UK.
Part of the UK Government’s GREAT Britain campaign Join the World – Discover the UK is expected to generate more than one million additional overnight stays with an £80 million boost to the economy.