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The perks of promoting lesser-visited destinations

Tom Denton, head of new business at marketing agency Digital Visitor, offers agents advice on promoting lesser-known destinations

On 7 May the government announced its traffic light system for international travel, with an initial 12 countries being added to the green list, and a more extensive amber list of countries and territories that UK holidaymakers can book travel to. It’s a great step in the right direction.


At Digital Visitor, we’re observing two developing trends. The first is an increased appetite for UK-based
holidays, at least until September this year. The second is an increase in searches to lesser-known cities and destinations; those that perhaps won’t be as busy.

If harnessed well, this presents a good chance for UK tour operators and travel agents to show clients the opportunities away from major hubs.

Here are our three essential tips for marketing “second city” destinations, helping clients to experience the road less travelled…

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