As part of their Domestic Strategy, VisitBritain have been looking at the best ways to target the generation of visitors who opt to spend their holidays and free time outside the UK.
This audience is focused on experiential travel and want to undertake activities that are completely new to them and many are unaware of the wealth of product that is available right on their doorsteps. The focus of this campaign will allow VisitBritain and its partners and other operators within the industry to promote the proliferation of products in the UK available to travellers interested in Microgapping.
What is Microgapping?
It is the act of taking short breaks that offer the same enriching opportunities for self-development experienced on a typical gap year or career break.
What VisitBritain is undertaking
• Across the organisation VisitBritain are aggregating product into a content hub that can be accessed by operators on their trade site targeting millennials interested in microgapping
• This content will be used and promoted across VisitBritain and other social channels under the hashtag #MyMicrogap
• VisitBritain are keen to aggregate all product that would appeal to the millennial guest looking at microgapping experiences. This product will be hosted on the newly created microgapping hub on the VisitBritain Trade Site.
The numbers behind it
• 82% of millennials would consider taking a career break to travel
• Only 8% were likely to take a career break due to financial constraints and impact on job progression (41%)
• 40% said their employers offer flexible working hours and 16% have the opportunity to work remotely
• 83% of millennials believe it is important to take actions to protect or improve the environment and local communities
• Almost two fifths have considered volunteering on a short break or holiday in the UK.
How can you be involved?
• Register your product on the VisitBritain trade site to promote your business to international buyers. Please see the site for more details.
• Once registered, contact VisitBritain and let them know which products could be included in this campaign
• Share via your own social channels
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