Tourist attractions in the UK must "raise [their] game" if they hope to continue to attract domestic holidaymakers, an industry expert has said.
Elliott Frisby, a spokesperson for VisitBritain, revealed that the UK can never hope to compete with holiday destinations like the Mediterranean, but added that domestic holidays were becoming more popular.
He explained: "More and more people are spending at least one holiday in this country, just because the trend is for us to take more holidays spread through the year.
"So we don't necessarily just take a two-week holiday in summer, we have a number of breaks. And one of those short breaks is likely to be in this country."
However, Mr Frisby said that it was important that British attractions did not try and market themselves as "sun, sea and sand destinations", explaining: "We're never going to compete with the Mediterranean and the ease of getting to hotter destinations for that purpose.
"We're about countryside and heritage and culture; quirky events, great B&Bs out in the countryside … City breaks, again, are a popular option in this country as well."
Research from Hoseasons recently revealed the most popular places in the UK for people to take short domestic breaks. These included Bath, Wells and Lyme Regis.
Elliott Frisby, a spokesperson for VisitBritain, revealed that the UK can never hope to compete with holiday destinations like the Mediterranean, but added that domestic holidays were becoming more popular.
He explained: "More and more people are spending at least one holiday in this country, just because the trend is for us to take more holidays spread through the year.
"So we don't necessarily just take a two-week holiday in summer, we have a number of breaks. And one of those short breaks is likely to be in this country."
However, Mr Frisby said that it was important that British attractions did not try and market themselves as "sun, sea and sand destinations", explaining: "We're never going to compete with the Mediterranean and the ease of getting to hotter destinations for that purpose.
"We're about countryside and heritage and culture; quirky events, great B&Bs out in the countryside … City breaks, again, are a popular option in this country as well."
Research from Hoseasons recently revealed the most popular places in the UK for people to take short domestic breaks. These included Bath, Wells and Lyme Regis.
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(Tony Hill and Helen Gillilan)
'Right Marketing' Important For UK Destinations
