Visit Cheltenham and Visit Gloucester, the official tourism bodies for the neighbouring town and city, have joined forces to place the two destinations front of mind for local and domestic tourists this summer. Participating in the UK-wide marketing campaign devised by Visit England, ‘Escape The Everyday’, the two organisations aim to inspire predominately pre-nesters (25-45 year olds) to travel to the region and enjoy it’s amazing twin destination tourism offer, as part of a post-Covid recovery plan to boost the local visitor economy.
The latest forecasts show that domestic tourism spending in Britain is estimated this year (2022) to be £51.4 billion, up 51% on 2020, but still only a little more than half (56%) of the £91.6 billion in 2019.
The £5 million, UK-wide ‘Escape the Everyday’ campaign highlights the quality destinations, visitor attractions and experiences on offer across the UK’s cities, countryside and coast to boost tourism across the shoulder season and beyond.
Escape The Everyday seeks to inspire consumers to book a short break across the UK by showcasing the breadth of experiences available for them to escape to, showcasing the vibrant towns and cities, breath-taking countryside and glorious coastal locations that make the UK a brilliant place to explore.
Visit Cheltenham and Visit Gloucester are collaborating on a joint marketing and PR campaign to highlight the wide variety of experiences available to visitors, both local and further afield, with the aim of boosting visitor numbers across both Cheltenham and Gloucester over the shoulder and summer period.
Rebecca Clay, Tourism & Destination Marketing Manager for Visit Gloucester, said: “Our city and town twinning campaign has been supported by our partners at VisitBritain and is a simple way of showing visitors the very many different experiences and activities they can discover on a visit to Gloucester and Cheltenham from paddle boarding in the historical Gloucester Docks, walking along corridors which starred in Harry Potter movies at Gloucester Cathedral, to immersing themselves in world-class festivals in Cheltenham, The Festival Town, or exploring the Regency town on bike or with a blue badge tour guide”.
The campaign includes press and media support from local PR and marketing agency, Encore PR. Mel Jones, founder and director of Encore PR, said: “As one of the regions leading tourism and travel PR providers we jumped at the opportunity to support Visit Cheltenham and Visit Gloucester in this joint initiative. The two destinations offer travellers and local residents alike many complementary cultural experiences and with excellent transport links and their close proximity, it’s the perfect combination.”