VisitBritain as launched a UK-wide campaign to encourage the country’s young adult population to take their holiday at home.

The £2.5m Join the World – Discover the UK digital and social media campaign, launching today (11 September), is targeting what VisitBritain calls the ‘lost generation’. Statistics show that 16 to 34-year olds took almost 1.4 million fewer holidays at home last year compared to a decade ago.

The campaign will use overseas social media influencers and travellers to showcase to their peers the “amazing moments and experiences that can only be had on a holiday at home in the UK”.

The initiative is run in partnership with the national tourism organisations of Northern Ireland, Scotland and Wales and tourism businesses and destination management organisations across the UK.

It is part of the UK Government’s GREAT Britain campaign and is expected to generate more than one million additional overnight stays with an £80m boost to the economy.

“There is an incredible amount to see and do across the whole of the UK and we want to inspire more young people to take in our world-class attractions, sites and cities,"said tourism minister John Glen

"By showcasing the exciting and diverse range of trips on offer I hope it will encourage many more young people to explore the UK.”

VisitBritain CEO Sally Balcombe added: “We want young people to take a new look at the sheer diversity and quality of activities and experiences right here on our doorstep and inspire them to book a short-break, boosting seasonal tourism and spreading its economic benefits across the UK.”

Join the World - Discover the UK kicks off with the launch of five short films and images showcasing experiences in London and Yorkshire in England, Strangford Lough in Northern Ireland, Glasgow in Scotland and Elan Valley in Wales, through the eyes of international travellers.