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Visit Scotland | Alba
Article published 21/07/2021

Enjoy the UK this summer

VisitEngland in partnership with the tourism organisations of London, Northern Ireland, Scotland and Wales is stepping-up its UK-wide ‘Escape the Everyday’ campaign to drive domestic day trips and overnight breaks as the summer holidays begin.

The ‘Escape The Everyday’ campaign, first launched in September 2020, highlights the quality destinations, visitor attractions and experiences on offer across the UK to build back demand for domestic breaks and boost consumer confidence as restrictions lift.

The summer campaign ‘Escape the Everyday – Enjoy the UK this Summer' has a focus on cities and city attractions as well as regional gateways which have been hit particularly hard by the lack of international visitors and that rely on their spending.

The campaign

The £5.4 million campaign kicks up a gear from this week with the launch of more than 1,200 digital billboard adverts showcasing activities and experiences in cities across the UK as well as advertising on radio, digital audio and podcast platforms.

A new short video and branded content across social media as well as ‘on demand’ television advertising will launch in August.

The campaign also drives online ‘traffic’ to with ideas and links on city-focused experiences across the nations and regions, with advice also to support visitors on travelling responsibly.  


A free Escape the Everyday campaign toolkit is available for destinations and tourism businesses across the UK with campaign information, ways to get involved and marketing materials that can be adapted to promote local products and services, attractions and experiences with the theme of ‘reconnection.’

Further information

The ‘Escape the Everyday – Enjoy the UK this Summer’ campaign is part of the UK Government’s GREAT Britain and Northern Ireland campaign.

Locations featured in the digital billboards are: London – Tower Bridge; Belfast – Titanic Belfast; Cardiff – Cardiff Castle; Liverpool – Goodness Gracious Roof Garden; Glasgow – Glasgow Cloisters.

VisitBritain statistics show that the top four cities for inbound tourism spending - London, Edinburgh, Liverpool, Manchester - accounted for 63% of all inbound visitor spending in 2019.


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