VisitEngland targets millennials with #mymicrogap initiative

VisitEngland has launched a £2.5 million marketing campaign to inspire young Brits to take mini gap-year-style breaks.

Called ‘Join the World – #MyMicrogap’ is part of the government’s GREAT Britain & Northern Ireland campaign, and is expected to generate an additional £62 million in domestic tourism spending.

It builds on a campaign in 2017 which targeted the ‘lost generation’ of young Brits to take a holiday at home.

VisitEngland has produced a series of short films that will be on its online and social media channels, highlighting typical gap-year experiences that can be condensed into a micro-holiday of one to three nights in the UK.

Launched by VisitEngland and run with the tourism organisations of Northern Ireland, Scotland and Wales, the initiative is part of a drive to encourage more young people to holiday at home.

In 2016, those aged 16 to 34 took almost 1.4 million fewer holidays in Britain than a decade previously.

Other research by VisitEngland showed that less than a quarter (24%) of those aged 18 to 34 were likely to take a career break to travel in the next three years.

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

Research showed that young people keen on microgaps 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.

Clare Mullin, VisitBritain/VisitEngland director of marketing, said the UK is packed full of life-enriching experiences right here on our doorstep.

“From mastering the pottery wheel at a ceramics course in north Wales to walking alpacas in the Lake District, from canoeing on Strangford Lough in Northern Ireland to soaking up the live music scene in Glasgow, we want young people to take a new look at the adventures, experiences and destinations on offer,” she said.

“Working with destinations and tourism businesses, we want to ignite the passion for domestic travel in young people, inspiring them to take a holiday at home in the UK right now and throughout their lifetimes, boosting the economy now and driving growth from tourism in the future.”

Domestic tourism is worth £86 billion to the British economy.

Pictured: Eilean Donan, Scotland by James Relf Dyer.