Rise in home tourism brings £600m boost

A survey by VisitBritain has found that 5% more people are definately planning to holiday at home in the near future, bringing an extra £600m into the English tourism industry.

VisitBritain, the authority for tourism in Britain, said that the increase in domestic tourist numbers was partly down to the success of the £4m marketing campaign, Enjoy England.

The weather had been another contributing factor.

Post-campaign research found 55% of Britons said that they would take a holiday in England in the near future, 5% more than in April when it was launched.

In 2002, British residents took 80 million holidays in England. A 5% increase would result in an extra four million holidays. At an average cost of £154 per trip, that would generate an additional £600m in tourism revenue.

Michael Bedingfield, VisitBritain's marketing director for England, said: "This campaign is about reminding the British of what the rest of the world already knows - just how much this country has to offer."

Bob Cotton, chief executive of the British Hospitality Association, added: "This report shows what can be achieved with a concerted advertising campaign which has punch."

Many British resorts, including Bournemouth and Blackpool, are predicting the best summer in recent years, in terms of visitor numbers and tourist income.