OVER 50 PER CENT OF BRITS ‘PUT OFF' HOLIDAYING ABROAD DUE TO RISING COSTS

Foreign short breaks are most likely holiday type to be sacrificed this summer

Whilst UK short breaks market thrives with overnight visitors to Leicestershire rising by a dramatic 266 per cent

Recent studies show that airports around the country are to see a major reduction in the number of Brits flying abroad to spend their leisure time this summer, largely due to rising costs. Many of those feeling the pinch of the lingering credit crunch will instead opt to take a UK-based short break to spend their much-valued vacation time, according to VisitBritain's ‘Economic downturn and domestic tourism' study. 

Around 20 per cent of those who took a foreign holiday last year plan to save money by choosing a UK destination instead and a major 51 per cent are ‘put off' travelling abroad by the belief that flight costs are rising. There are also early indications that airline seat capacity to and from UK airports will continue to decline this summer, with aviation data business, OAG, reporting a 374,000 reduction in seat availability on scheduled flights in June this year, compared to the same period last year - the equivalent to nearly 1,000 flights of a fully-laden Boeing 747.        

Stark evidence of the ensuing boom in the UK short breaks market can clearly be seen in the destination of Leicester and Leicestershire, which has achieved record-breaking success in attracting short break visitors in the 2008-09 financial year. Leicester Shire Promotions, the Destination Management Organisation for the city and county, has revealed that overnight stays booked at local accommodation - influenced by the company's strategic short breaks marketing  activity - exceeded 8,500 in 2008/09, an increase of 266 per cent on the previous year.

Martin Peters, Chief Executive of Leicester Shire Promotions, commented: "It's extremely encouraging to see this unprecedented surge in short break visitors to the destination. What's clear is that the British still value their leisure time - even in the face of a lingering recession. But what's also clear is that the UK visitor market is demanding affordable but also good quality UK destinations worthy of hard-earned cash. This is precisely why Leicester and Leicestershire are doing so well".  

"We work with a host of tourism partners to develop year-round short break opportunities to reflect the area's diverse tourism offering and high quality accommodation - from outdoors short breaks such as those at the stunning National Forest, chic and cosmopolitan city breaks in the dramatically regenerated city of Leicester, to family orientated and value for money getaways like the tremendously popular Stay, Play and Explore short break."  

For more information about short breaks to Leicester and Leicestershire, please visit the official online visitor guide at www.goleicestershire.com/shortbreaks

About Leicester Shire Promotions:
Leicester Shire Promotions is a private, not-for-profit company formed in July 2003 as a partnership between Leicester City Council, Leicestershire County Council and the Leicester Shire Economic Partnership. The company is the Destination Management Organisation (DMO) responsible for promoting Leicester and Leicestershire to visitors, based on a coordinated place marketing strategy that focuses on destination leadership and coordination, attracting visitors, services for visitors and services for the tourism industry. For more information, please visit www.goleicestershire.com

For further media information, please contact:
Nimisha Mehta
Leicester Shire Promotions
T: 0116 225 4063
nimisha.mehta@l-p-l.com