IN FOCUS UK HOLIDAYS HOME ADVANTAGE
The state of the economy should favour holidays at home this year, with the Olympic Games in London and the Queen’s Diamond Jubilee celebrations also giving UK tourism a boost, says Dave Richardson
plain sailing. There’s a widespread fear that the Olympic Games (July 27-August 12) may convince people to avoid the capital this summer. Not only will hotels be heavily booked, but if high prices at hotels, attractions and restaurants linger throughout the summer then people are likely to be put off. A survey by ABTA suggests that 2.5
U
million people are expected to take time off work to attend events in or around the Games in London and other Olympic venues around the UK, such as Weymouth which will stage the sailing. There is plenty of extra business up for grabs, but with Thomas Cook
Above: Lanhydrock, a country estate in Devon; camping in Wales; changing of the Guard
K tourism chiefs have plenty of reasons to be optimistic this summer – but it may not all be
having exclusive rights to sell Olympics packages, other agents need to plug into the general feel-good factor. Commissionable packages are
available from operators including Superbreak and Shearings to events celebrating 60 years since Elizabeth II became Queen. The Thames Diamond Jubilee Pageant is on Sunday June 3, when a procession of 1,000 boats will travel down the river from Battersea to Tower Bridge, fl anking the Royal Barge. Windsor Castle stages its own
Diamond Jubilee Pageant on May 10, 11 and 13, while the Olympic Flame arrives in Cornwall on May 18 to begin its 70-day journey around the UK. And don’t forget the Paralympic Games, from August 29-September 9. The number of holiday trips taken in England from January to September last year grew by 5%, compared to
2010, and another major increase is expected. Scotland saw a 10% increase in domestic visitors, and is already preparing for a big year in 2014 when the country hosts the Commonwealth Games and Ryder Cup. But UK holidays aren’t necessarily cheap. For example, Thomas Cook claims the average cost of a week in Devon for a family of four is £2,299, compared to £2,036 for a similar experience in Majorca, meaning agents will have to talk up the excellent quality.
UK Hols What's New
Shearings has introduced London’s Royal Palaces (fi ve days from £389) and London and Maritime Greenwich (fi ve days from £349) to celebrate the Queen’s Diamond Jubilee.
Superbreak is introducing The Making of Harry Potter, a new Warner Brothers studio tour in Leavesden, Hertfordshire.
Remember the add-ons… “Add-ons are a great way to earn extra
commission on Uk breaks. We offer more than 200 excursions, attractions, theme parks and tours in the UK.” GAIL DUNWOODIE, HEAD OF PRODUCT AND MARKETING, ATTRACTION WORLD
Sell nostalgia… “UK rail holidays are on the increase. People love going
back to childhood holiday haunts such as Yorkshire and Norfolk.” ALEX ROBERTS, MARKETING AND SALES DIRECTOR, GREAT RAIL JOURNEYS AND TREYN HOLIDAYS
Feel the vibe… “Get a group together interested in Butlins’ themed
60s to 90s Big Weekends, offering the very best music of the genre or decade.”
www.sellinglonghaul.com • March/April 2012 31
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