Enjoy England targets agents with 'Book Britain' campaign

Enjoy England is encouraging travel agents to sell holidays in Britain in a new campaign.

The tourist board has teamed up with ABTA, tour operators and hoteliers to launch an initiative to bolster UK tourism.

A committee of 18 members is working on a series of events to increase travel agents’ awareness of the potential of the domestic market.

Representatives from the Co-operative Travel Trading Group and Thomas Cook are also on the committee to contribute agents’ views.

Using the brand ‘Book Britain’, the committee will be organising golf tournaments, roadshows and online activity.

In June it will host a fullday event with a ‘Little Brit’ awards ceremony for the topperforming agents who sell domestic holidays.

Book Britain will also be promoted in British Tourism Week from March 10 to 19.

Enjoy England sales and trade marketing manager Claire Hancer said: “Travel agents don’t always realise how much money can be made from booking UK breaks. We want the industry to work together to educate agents and therefore increase bookings. Agents know Spain and Greece like the back of their hands but they don’t know their own country.”

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