Social media stars help Brits find ingredients for short break

Two social media influencers – one from Canada and one from France – are featured in the second phase of a tourism campaign to encourage young Brits to take a staycation.

VisitEngland’s £2.5 million ‘Join the World – Discover the UK’ campaign has filmed Canadian Nadine ‘Hey Nadine’ (pictured in Bristol) and Alex ‘FrenchGuyCooking’ on trips in Bristol and Northern Ireland.

The films are running on social media and are being promoted by the bloggers.

The tourist board launched the campaign in September after statistics showed that those aged 16 to 34 took almost 1.4 million fewer holidays at home last year compared to a decade ago.

The campaign targets the ‘lost generation’ using overseas media influencers and travellers to showcase experiences that can only be had on a holiday at home in the UK.

Clare Mullin, VisitBritain/VisitEngland marketing director, said: “These influencer films showcase some of the places and activities that millennials enjoy in the UK.

“We hope they will set young people off on a voyage of discovery, uncovering the diversity and quality of activities on offer across the country.”

The campaign also features experiences in London, Yorkshire, Belfast, Glasgow and Elan Valley in Wales.

The campaign is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales, along with tourism businesses and destination management organisations across the UK.