Government to spend £4m encouraging Brits to holiday in the UK

Five weeks of television ads will take viewers on 30-second tours of the country, enticing Britons to forego overseas holidays and rediscover England. The official Visit England website is big on cycling.
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The ads start on May 1st and feature canal boating, luxury spas, city culture, seaside holidays and outdoor activities.

The TV campaign will be backed by press advertising directing consumers to the Visit England website.

There are four themes to the campaign: Experience England; Discover England; Explore England; and Relax England.

The Explore England section of the Visit England website leads with 'Pedal Power', an article about cycle touring, with links to the Sustrans and CTC websites.

Travel agents will be displaying posters and brochures to promote the campaign.

Tom Wright, chief executive of VisitBritain, said: "Many consumers have not finalised their holiday plans for this summer so it is time to communicate that England has much to offer holiday makers and reassure them about the quality of the English tourism product. We are telling people to get out and explore what's on their own doorstop."

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