“We are delighted that the Government has shown their belief and confidence in the British tourism industry as an economic generator, and in VisitEngland in harnessing that potential through the extension of the Holidays at Home are GREAT campaign. The additional £2million, to be awarded by Government, will be used by VisitEngland to further stimulate the short break market working in conjunction with the travel trade.
The fantastic events of 2012 have provided tourism with an unprecedented opportunity to raise the profile of England as a destination and build on the swell of national pride that the Diamond Jubilee, The Torch Relay, London Festival 2012 and The Games have ignited in us as a population. This, I am confident, combined with our continued marketing efforts will help to inspire more Britons to take a break in this country.
We will continue to work closely with our destination partners to amplify the Holidays at Home are GREAT campaign at a local level to continue to grow the visitor economy. We know the trend to take a break at home is strong. Overnight domestic Holiday trips were up by 6% last year and I am confident with this additional support from Government we can ensure that an overriding legacy of the London 2012 Olympic and Paralympic Games will be through tourism.”