Press release -
Tapping into ‘microgapping’
DUMFRIES & GALLOWAY is set to take a starring role in a UK-wide tourism campaign to inspire young people to take short breaks at home that contribute to their self-development.
The new campaign by VisitEngland, launched in October 2018, and aims to encourage UK millennials to take breaks here at home while still experiencing enriching opportunities similar to those associated with a traditional gap year abroad.
The campaign is being supported by VisitScotland as well as the national tourism organisations of Northern Ireland and Wales, and tourism businesses and destination management organisations across the UK.
A ‘micro-gap’ targets young people living in the UK to take part in activities to improve their wellbeing, discover local flavours, learn new skills and support good causes all within a short-break of two-to-three nights.
As part of VisitEngland’s ‘#MyMicrogap’ campaign, London-based social media influencer Amelia Dimoldenberg recently travelled to Dumfries & Galloway on a ‘microgap’. She took part in a variety of activities including yoga with Kilted Yoga sensation Finlay Wilson and Alan Lambi at Crawick Multiverse near Sanquhar, as well as a local ghost and history tour of the region conducted by Mostly Ghostly. Amelia also learned about the production of ethical ice cream at the Cream O’Galloway café as well as a trip to Laggan Outdoors to experience one of Europe’s longest Zip wires.
Amelia said: “I had such a great trip to Dumfries & Galloway and thoroughly enjoyed the experience. It is the perfect region to travel to for a microgap. There are so many diverse and interesting experiences on offer, as well as some amazing places to visit. I will definitely be back.”
VisitScotland Regional Leadership Director Paula Ward said: “We’re delighted to support this campaign and help raise the profile of Dumfries & Galloway as destination for ‘microgapping.’
“The potential impact of attracting this lucrative market is significant – there is a strong desire amongst people aged 15 to 44 to enrich their lives through travel and this campaign will help shine the spotlight on Dumfries & Galloway as a destination for diverse experiences. From foraging in the unspoilt hills and coastlines to adrenaline-seeking sky-high adventures, and from exploring the paranormal history of the region to becoming at one with nature and the wide-open spaces, there really is an enriching experience for everyone.”
VisitBritain/VisitEngland Director of Marketing Clare Mullin said that whether learning a new skill, volunteering or ticking off a bucket list activity, the UK was packed full of life-enriching experiences right here on our doorstep.
“From mastering the pottery wheel at a ceramics course to walking with alpacas, from canoeing to soaking up live music, we want young people to take a new look at the adventures, experiences and destinations on offer.
“Working with destinations and tourism businesses we want to ignite the passion for domestic travel in young people, inspiring them to take a holiday at home in the UK right now and throughout their lifetimes, boosting the economy now and driving growth from tourism in the future.”
The films to support the campaign is available to view here:
https://mymicrogap.vice.com/dumfries-and-galloway
https://mymicrogap.vice.com/dumfries-and-galloway/dumfries-and-galloway-with-amelia-dimoldenberg
Topics
- Tourism
Categories
- marketing
- dumfries & galloway
- corporate communications
Regions
- Scotland
Notes to Editors
- Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
- The organisation’s core objective is to contribute to the Tourism 2020 Strategy ambition of growing tourism revenues by £1 billion by 2020.
- This will be supported by five overarching strategies: Marketing, Events, Quality and Sustainability, Inclusive Tourism, International Engagement.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP
- For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/
- Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to www.conventionscotland.com
Scotland’s Themed Years
- Following an industry consultation, the Themed Years will now take place every second year to enable more time for planning and opportunities for collaboration.
- 2020 has been designated as a year in which Scotland’s Coasts and Waters will be showcased and celebrated with a programme of activity designed to support the nation’s tourism and events sectors.
- The year, led by VisitScotland will sustain and build upon the momentum of Scotland’s preceding Themed Years to spotlight, celebrate and promote opportunities to experience and enjoy Scotland’s unrivalled Coasts and Waters, encouraging responsible engagement and participation from the people of Scotland and our visitors.
- A year-long programme of events, activities and ideas will shine a spotlight on the impact our waters have had on Scotland, from the formation of beautiful natural features to the creation of our national drink – whisky.
- Join the conversation using #YCW2020
- 2022 will be the Year of Scotland’s Stories - a celebration of our rich literature, film, oral traditions and myths and legends.
