Brits want to experience more their holidays

As the May Day Bank Holiday is fast approaching and more people are planning to holiday at home this year, the results of a YouGov survey revealed today suggest that 82% of holidaymakers would most like to try one of the experiential breaks being offered through visitscotland.com/perfectexperiences.

The survey, which questioned 2276 adults across the UK, shows that despite Britain being in the midst of an economic downturn, people are not only looking to get away from it all but they actively want to experience more from their holiday.

The new research was revealed at the launch of VisitScotland’s Perfect Day campaign, which took flight on the South Bank in London today when BBC TV’s Great Escapes presenter Monty Halls got up and close and personal with a rare Golden Eagle to promote some of the unique experiential breaks on offer in Scotland.

The perfect experiences are being showcased within the Perfect Day campaign to capitalise on the growing desire to ‘add value’ to holidaying. A holiday in Scotland can provide a powerfully and inspiring personal experience and to promote the country’s appeal in the year of Homecoming Scotland 2009, VisitScotland has collected 40 unique and out-of-the-ordinary perfect experiences under five distinctive themes – Arts & Culture, Food & Drink, Explore, Wildlife and Outdoor Active.

Over 20 Scottish tourism businesses as diverse as Raptor World in Perthshire, Wild Green Travel, Rothiemurchus Estate (which featured in last year’s Springwatch), the Diageo Claive Vidiz Scotch Whisky Collection, Kinnaird Estate, Hebridean Luxury Holidays and Fairmont St Andrews have invested in the campaign.

These unique Perfect Experiences have been designed to give visitors the opportunity to uncover a side to Scotland they may never have imagined including: taking a private cruise through its amazing seascapes on Scotland’s west coast, having an outdoor butler bring you a warm drink during a fishing expedition in Perthshire’s Kinnaird Estate, capturing the perfect sunset in the Outer Hebrides on film or canvas, discovering the art of whisky appreciation, foraging for and cooking Scotland’s finest produce under the guidance of a gourmet chef or combining nostalgia and stunning Highland scenery on a classic car trip.

Acclaimed travel expert, Simon Calder said:

“There’s no doubt experiential holidaying is on the increase and this latest research shows that we no longer look for a traditional, relaxing beach break, but actually want more from a holiday, whether than be learning or experiencing something completely new. Holidaying at home offers a great deal for today’s holiday maker and in view of the current climate, provides affordable and accessible options for those seeking a more fulfilling experience.”

Commenting on the launch of the campaign, Noelle Campbell, product manager for VisitScotland, said:

“The research backs up what we have known for some time that people are looking for more from their holiday. Many people are choosing not to spend their money on overseas trips this year in favour of holidaying at home and the experiential packages available through our Perfect Day campaign showcase the many unique and diverse opportunities that will make a holiday at home a trip of a lifetime.”

BBC presenter, Monty Halls added:

“If you’re looking for more from your holiday and want to make your budget work harder, Scotland’s on your doorstep, it’s an accessible location in the current times. It’s also a country that’s dear to my heart, to really appreciate Scotland you have to experience and explore it and the Perfect Experiences campaign provides the perfect opportunity to get out there and embark on a journey of adventure and discovery.”

For more information on the campaign or to plan your perfect experience in Scotland, log on to visitscotland.com/perfectexperiences. Details of all partner experiences are available online.