According to a survey, the UK governments GBP3m investment in an advertising campaign to encourage British citizens to ‘Holiday at Home’ has not had the desired impact.
The campaign was intended to help boost the UK’s domestic tourism industry and the greater economy in what are difficult times financially, but the findings of a poll of over 2,000 adults carried out by YouGov on behalf of prepaid currency card provider, Caxton FX, infer that the message has failed to find its mark. Of those polled, two thirds or 67 percent still intend holidaying abroad this summer. 13 percent of people claimed not to have seen the adverts, and 4 percent of people said that the campaign had actually made them less likely to consider a holiday at home.
The most positive response came from the North East and North West regions, where 19 percent of those polled stated that they were now more likely to holiday in the UK. Scotland fared much worse, however, with 9 percent of Scots saying that the advert had made them less likely to take a UK-based holiday.
The managing director Caxton FX, James Hickman said, ‘In spite of substantial investment, it seems that Brits are still committed to holidays abroad and with the pound currently very high against the Euro, holidays abroad can offer good value – especially for those people who would prefer to avoid the Olympics this summer.’
The findings also come at a time when the unusually bad weather that has been sweeping the British Isles is likely to have impacted on the opinions of holidaymakers.