Survey kicks off Jura 200th anniversary campaign to entice tourists over to the island

Staycationers Outnumber Sun-Seekers as Brits Opt for Beauty of Britain

More than half of Brits (55%) are holidaying at home this Summer as increasing numbers are choosing Britain for its beauty rather than affordability, according to new research by leading malt whisky brand Jura.

The research has been conducted as part of the distillery’s 200th anniversary campaign which will focus on driving more visitors to one of Scotland’s smallest and most remote islands. Jura was famously referred to as being “completely ungettable” by George Orwell who wrote his best selling novel 1984 whilst on the island. But the community’s largest employer is investing a six figure sum in marketing the island to prove otherwise and to make it “more gettable”.

Highlights from the comprehensive survey, which has prompted the malt whisky company to become the “unofficial tourist board for Jura”, include:

Most popular staycation destinations

The South West is by far and away the most popular holiday destination for staycationers, with three in ten (28%) taking their holidays here. Nearly one in five (18%) have taken or are planning to take a holiday in the South East, whilst one in seven (14%) have or will be holidaying in Scotland. The least travelled destinations are Northern Ireland and the East and West Midlands. (Table 1, Notes)

The beauty of Britain is the most attractive draw for staycationers

The research suggests that the growth of the staycation is partly a result of our changing attitudes towards UK holidays. Whilst easy access and affordability are still factors, they are by no means the most attractive qualities of a staycation. More than six in ten (63%) regard the UK’s beautiful scenery as the most attractive aspect of a holiday at home, followed by nearly the same number (57%) who regard the local history and culture as a major draw. The third most attractive aspect is the quality of local food and drink on offer (50%). (Table 2)

More to offer than seaside holidays

Of those holidaying in the UK this year, seaside resorts are the destination for four in ten (40%). However, the research also shows that increasing numbers of us are heading elsewhere. Around four in ten (38%) are taking a countryside or rural holiday, one in five (20%) are taking a city break, and one in seven (14%) are either camping or caravanning. Special interest holidays are also gaining in popularity amongst specific age groups. Nearly one in seven (14%) over 55s are taking a walking holiday whilst more than one in nine (11%) under 35s are opting for a festival holiday. (Table 3)

Stereotypes still ring true

Despite a greater recognition of the number of different holidaying options on offer within the UK, many people still associate a typical domestic holiday with good old British stereotypes. When respondents were asked to name those aspects that they associate with a typical holiday in the UK, two thirds (66%) said fish and chips, six in ten (58%) mentioned bad weather (58%) and half (49%) said ice cream. (Table 4)

The research also shows that, while domestic holidaying remains popular, Scotland still remains well down on the list as a holiday destination for those in England and Wales. Only 10% of those South of the Border will be holidaying in Scotland this year, compared to 57% of Scots holidaying at home. 

The research coincides with news this week that the Jura ferry to the mainland is under serious threat. Unless £12,500 can be found immediately, the first direct service to the mainland in almost 40 years will close – in three weeks. In response to this news, the distillery is looking at ways to help make the ferry a sustainable, profitable and permanent service to benefit both locals and tourists alike.

Distillery manager Willie Cochrane said: “As our research shows, more people are staying in this country for their holidays. And if you plan to stay in the UK, then Jura is the place to come. It’s an adventure in itself just trying to get here.

“Obviously the imminent closure of the direct ferry service compounds the problem of trying to get here. That’s why we’re currently looking at ways we can help. But we only found out about this a few days ago, so it will take time to land on the right solution.

“We have something for everyone here. It’s like being abroad. Beautiful rugged landscapes. Palm trees. Yup, you heard me right, palm trees in Scotland! Secluded beaches.  Stunning gardens with rare flowers. A tropical climate……..kind of…….maybe a little bit wetter. Loads to see and do, and of course great whisky.”

Cochrane continued: “To mark our 200th anniversary, we are trying to get as many people as possible to taste island life and experience unrivalled Diurach hospitality. Essentially we are the unofficial tourist board for Jura. 

“We thought long and hard about how best to celebrate this once in a lifetime event. And we decided that the people of the island, and the island itself, are so integral to the whisky that we should do something which has wider, longer lasting benefits than say a one off party or some self congratulatory advertising.”

Jura is offering visitors discounts on accommodation at the Jura Hotel, discounted ferry travel over to the island and, more importantly, a free dram for life! People wanting to find out more about these benefits should register at www.isleofjura.com.

Notes

About the Research
The research was carried out by Opinion Matters between 15-19 July 2010 amongst a sample of 1217 adults across the UK.