NEWS
VisitEngland's "microgap" campaign targets young Brits
POSTED 19 Mar 2019 . BY Tom Walker
VisitEngland is looking to provide domestic tourism a boost through a campaign inspiring young Brits to take short breaks at home in England.

At the heart of the campaign is the promotion of "microgaps" for youngsters – described as short domestic breaks of one to three nights.

The initiative includes a social media and billboard advertising drive which features a series of digital animations featuring images of experiences and activities typically taken during a gap-year.

VisitEngland director of marketing, Clare Mullin, said: “From walking with Alpacas in the Lake District and road-tripping through the North York Moors National Park to sampling the food stalls in Pop Brixton in London, we want young Brits to discover the great experiences right here on their doorstep.

“By igniting the passion to holiday at home and encouraging young Brits to try something new we can boost growth from tourism now, spread its economic benefits across more of the year and cement the holiday habits of the future.”

The #MyMicrogap campaign follows research by VisitEngland into the travel habits of young Brits which showed that less than a quarter (24 per cent) of 18-to-34 year olds were likely to take a career break to travel in the next three years.

The idea of ‘microgapping’ however appealed to almost two-thirds (64 per cent) with more than half (57 per cent) likely to take a microgap during the next three years.

Research showed that young people keen on taking a microgap wanted the same self-development opportunities typical of a gap-year.

Top activities and experiences sought were wellbeing and relaxation, visiting iconic landmarks, trying local food and drink and seeing nature and wildlife.

Statistics show that 16-34 year olds took almost 1.4 million fewer holidays in Britain than a decade previously.

 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2019

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
 
Leisure Management - VisitEngland's "microgap" campaign targets young Brits ...
17 Jun 2019 Leisure Management: daily news and jobs
 
 
HOME
JOBS
NEWS
FEATURES
PRODUCTS
FREE DIGITAL SUBSCRIPTION
PRINT SUBSCRIPTION
ADVERTISE
CONTACT US
Sign up for FREE ezine
Latest news

19 Mar 2019

VisitEngland's "microgap" campaign targets young Brits
BY Tom Walker

At the heart of the campaign is the promotion of 'microgaps' for youngsters

At the heart of the campaign is the promotion of 'microgaps' for youngsters

VisitEngland is looking to provide domestic tourism a boost through a campaign inspiring young Brits to take short breaks at home in England.

At the heart of the campaign is the promotion of "microgaps" for youngsters – described as short domestic breaks of one to three nights.

The initiative includes a social media and billboard advertising drive which features a series of digital animations featuring images of experiences and activities typically taken during a gap-year.

VisitEngland director of marketing, Clare Mullin, said: “From walking with Alpacas in the Lake District and road-tripping through the North York Moors National Park to sampling the food stalls in Pop Brixton in London, we want young Brits to discover the great experiences right here on their doorstep.

“By igniting the passion to holiday at home and encouraging young Brits to try something new we can boost growth from tourism now, spread its economic benefits across more of the year and cement the holiday habits of the future.”

The #MyMicrogap campaign follows research by VisitEngland into the travel habits of young Brits which showed that less than a quarter (24 per cent) of 18-to-34 year olds were likely to take a career break to travel in the next three years.

The idea of ‘microgapping’ however appealed to almost two-thirds (64 per cent) with more than half (57 per cent) likely to take a microgap during the next three years.

Research showed that young people keen on taking a microgap wanted the same self-development opportunities typical of a gap-year.

Top activities and experiences sought were wellbeing and relaxation, visiting iconic landmarks, trying local food and drink and seeing nature and wildlife.

Statistics show that 16-34 year olds took almost 1.4 million fewer holidays in Britain than a decade previously.




Connect with
Leisure Management
Magazine:
View issue contents
Sign up:
Instant Alerts/zines

Print edition
 

News headlines
Private lagoon watsu treatment, detox elixirs: Le Sereno St Barths debuts new spa
Private lagoon watsu treatment, detox elixirs: Le Sereno St Barths debuts new spa   16 Jun 2019

Sereno Hotels has unveiled a new spa at Le Sereno St Barths following damage from Hurricane Irma in September 2017. The expanded spa and wellness area .... more>>
The future of medical spas explored in first-ever Swiss Medical Spa & Hospitality Think Tank
The future of medical spas explored in first-ever Swiss Medical Spa & Hospitality Think Tank   16 Jun 2019

The EHL Swiss School of Tourism and Hospitality (SSTH) hosted the first Swiss Medical Spa & Hospitality Think Tank on 6 June 2019 in Chur-Passugg, .... more>>
GWI Initiative names top hot springs trends worldwide
GWI Initiative names top hot springs trends worldwide   14 Jun 2019

The Global Wellness Institute has released the top five trends in hot springs as identified by the GWI’s Hot Springs Initiative. The new forecast .... more>>
First renderings revealed for Front & York Residences in Brooklyn's DUMBO district
First renderings revealed for Front & York Residences in Brooklyn's DUMBO district   14 Jun 2019

Morris Adjmi Architects have unveiled the first set of renderings of the Front & York Residences, a resort-style residential development currently .... more>>
Networking, knowledge-sharing: 12th annual Forum HOTel&SPA deemed a success
Networking, knowledge-sharing: 12th annual Forum HOTel&SPA deemed a success   14 Jun 2019

The 12th annual Forum HOTel&SPA was held on 23 May at the Four Seasons George V Hotel in Paris, with a theme of ‘Multidiversity in Wellness’. .... more>>
First look at Esrawe Studio’s megalithic concept store and showroom for Grupo Arca
First look at Esrawe Studio’s megalithic concept store and showroom for Grupo Arca   14 Jun 2019

Mexican architecture practice Esrawe Studio have designed a minimalist warehouse and showroom for natural materials distributor Arca Grupo in .... more>>
Company profile


QubicaAMF UK

QubicaAMF is the largest and most innovative bowling equipment provider with 600 employees worldwide.

View full profile>>

Catalogue gallery


Featured Supplier

Fashionizer Spa offers wellness promotion to celebrate Global Wellness Day

Fashionizer Spa offers wellness promotion to celebrate Global Wellness Day

In celebration of Global Wellness Day, Fashionizer Spa is contributing with a Wellness Promotion, offering 15 per cent off of selected items. More>>




in this issue

• Government should 'invest in wellness'
• Budget chain Sweat! goes bust
• New tourist attraction for Inverness Castle



Latest jobs

Jobs Search



Personal Trainer - Self Employed
Salary: Fantastic Benefits
Location: Hampshire, England
Company: The Gym Group
Dual Fitness Instuctor & Sales Promotor/Advisor
Salary: 16,000
Location: Milton Keynes
Company: énergie group
Personal Trainer / Fitness Trainer
Salary: Fantastic Benefits
Location: Derbyshire, England
Company: The Gym Group
Diary dates
Powered by leisurediary.com




15-17 Jun 2019

International Esthetics, Cosmetics & Spa Conference Las Vegas

Las Vegas Convention Center, Las Vegas, United States



Leisure Management magazine 2018 issue 1
Leisure Management
2018 issue 1

View issue contents
View on turning pages
Download PDF
  Tourism: Right to roam
Sweden is inviting everyone to come and stay – and indulge in a spot of wild camping. Jenny Kaiser from VisitSweden talks about the initiative More>>
  Fitness: Hybrid fitness
ESPA Life at Corinthia's 'revolutionary' new fitness service, BodySPace More>>


Leisure Management magazine 2016 issue 1

Leisure Management
2016 issue 1

View issue contents
View turning pages
Download PDF
  Regeneration: High ideals
In Utah, a bunch of hip entrepreneurs is creating a crowdfunded ski resort More>>
  Interview: Tony Butler
Derby Museums Trust executive director delivers social justice in museums More>>


Published by The Leisure Media Company Ltd Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ. Tel: +44 (0)1462 431385 | Contact us | About us | © Cybertrek Ltd