Introduction:
The global pandemic of COVID-19 has upended lives and economies around the world. The tourism industry has been hit particularly hard by the outbreak, with travel restrictions and safety concerns causing a significant decline in international tourism. However, the UK government is now focusing on boosting the domestic tourism industry with a new campaign. The following article will delve into the key points of the UK government’s campaign and the potential impact it could have on domestic tourism.
The Launch of the Campaign:
The UK government announced a new campaign in July to support domestic tourism amid the pandemic. Dubbed ‘Escape the Everyday,’ the initiative aims to encourage UK residents to explore their country and support local tourism attractions. The campaign features television advertisements across ITV, Channel 4, and Sky, as well as social media marketing and digital display activity.
Goals of the Campaign:
The ‘Escape the Everyday’ campaign has several goals, including boosting local economies, supporting tourism-related businesses, and getting people to take some time to relax and recharge after weeks of uncertainty and stress due to the pandemic. The tourism industry makes up a significant portion of the UK economy, contributing almost £70 billion annually, and providing over 2 million jobs.
Activities and Offers:
The campaign is offering a range of activities and unique experiences to UK tourists across the country. Walks, cycling, and wildlife-spotting tours are encouraged, with the hope that people will discover some of the UK’s lesser-known beauty spots and hidden gems. The campaign is also working with partners to provide unique experiences, such as a Harry Potter studio tour in London, a stay and spa package in Bath, or stargazing in Northumberland.
Safety Measures:
The UK government has emphasized that all activities and offers associated with the campaign will adhere to strict social distancing rules and hygiene protocols to ensure visitor health and safety. Additionally, the campaign is providing information on COVID-19 guidelines to tourists to help them enjoy their visit without raising the risk of spreading the virus.
Potential Impact:
The UK government’s ‘Escape the Everyday’ campaign has already shown some positive signs for the domestic tourism industry. According to official figures, during the campaign’s launch month of July 2020, there was a 13% increase in spending on domestic tourism across the UK compared to the previous year. However, the overall impact on the tourism industry will take time to measure as the pandemic continues to impact travel and tourism globally.
Conclusion:
With the coronavirus pandemic causing widespread travel disruption, the UK government’s ‘Escape the Everyday’ campaign is crucial. The campaign aims to encourage domestic tourism, boost local economies, and support tourism-related businesses in these difficult times. The initiative offers a range of activities and experiences, while following strict hygiene and social distancing measures to ensure visitor safety. While the overall impact of the campaign is yet to be seen, it has already shown some positive signs for the domestic tourism industry. If continued and supported, the ‘Escape the Everyday’ campaign could prove to be a game-changer for the UK tourism industry.
English