The campaign, to be launched tomorrow by Culture Secretary Jeremy Hunt MP, aims to boost domestic business and encourage more home holidays this year, with the launch of a new website featuring special deals on hotel stays, meals and other offers from operators.
“The BHA is wholly behind the campaign to boost domestic holidays this year – and, indeed, every year,” said Ufi Ibrahim, chief executive of the BHA.
"We need to use every means to encourage more British people to stay at home and enjoy what Britain has to offer – and the Olympics makes it an ideal year to launch such a campaign.
“Britain offers an incredible range of attractions and with the Olympics in London and other parts of the country, there’s even more reason for people to holiday in this country this year.”
The BHA also welcomed the fact that the campaign was all-inclusive, while paying testament to the government for its support for UK tourism including the additional £4m grant to VisitEngland which made the campaign possible.
“The campaign gives operators a new platform on which they can promote any special offer,” added Ibrahim.
“What offers they provide – and when they provide them – is a commercial decision for them but there is no doubt that this pan-UK will give home holidays a huge boost this year and operators should consider taking every advantage of it.
“Offers in the restaurant and attractions sectors widen the scope of the campaign and make it more relevant to even more people.”