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Blow away Blue Monday by booking your next holiday, says Visit Isle of Man as it launches new campaign today
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The world’s only whole-nation UNESCO Biosphere, the launch is in support of the Island’s ambitious tourism strategy which aims to attract 500,000 visitors per year by 2032
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Campaign aims to showcase the vast array of activities on Island and the appeal it has to visitors of all ages
16 January 2023: This Blue Monday, Visit Isle of Man is giving holidaymakers something to look forward to as it launches its new marketing campaign to attract more visitors to the unique Island.
This is part of the Isle of Man’s ambitious new strategy to attract 500,000 visitors to the Island each year by 2032, up from nearly 320,000 in 2019. Visitor numbers are recovering towards pre-pandemic levels, with the Island projected to have welcomed around 275,000 tourists in 2022 and aiming to reach over 300,000 in 2023.
Visit Isle of Man hopes the new campaign will capitalise on the current appetite for domestic travel, as UK and Irish residents are discovering that there is so much to do close to home, influenced in part by the increasing cost of living and the pandemic. The perfect doorstep destination, the Island is just a hassle-free sail or short flight from the UK and Ireland.
A recent study by Visit Britain found that nearly 7 in 10 Brits (69%) are planning an overnight domestic trip this year. Furthermore, confidence in domestic travel has recovered from the pandemic more quickly than international travel, as the survey found UK adults’ domestic trip intentions have now returned to close to pre-pandemic levels, while plans to visit overseas are still some way below.
The Isle of Man is the only entire country in the world to be designated a UNESCO Biosphere. The ‘Extraordinary is… an Island like no other’ campaign celebrates the Island’s uniqueness through its rich heritage and culture, and beautiful natural landscapes which provide a playground for visitors of all ages.
The campaign demonstrates the extraordinary experiences available in any season on the Isle of Man. Avid adventurers can take on activities such as coastal and uplands hiking, kayaking and mountain biking, conquering the Island’s breathtaking trails over land and sea. A 10,000-year history provides plenty in the way of heritage and culture, with the Island offering ancient monuments, medieval castles, vintage railways and unique, living traditions. These customs and traditions include Oie Voaldyn, a Manx celebration on May Day Eve of remembering and retelling old Manx and Norse customs, and Hop Tu Naa, the Manx alternative to Halloween featuring Manx songs, traditional folk dancing and turnip carving. This is supported by a year-round calendar of events across sporting, arts and cultural interests.
The Island also boasts over 160km of coastlines, 32 beaches and an awe-inspiring range of flora and fauna including birds such as hen harriers and Manx shearwaters, and marine life of dolphins, basking sharks and whales, not to mention wild wallabies!
Visit Isle of Man hopes the new campaign, running in print media, on demand TV and online, will drive tourism to the Island, using stunning high-definition photos and two specialist videos targeted at key audiences to showcase both the traditional cultural offering and the more adventurous activities on offer which the Island is not so well known for, in order to deliver an impactful campaign.
Non-Executive Chair of Visit Isle of Man, Ranald Caldwell said: “After a great 2022, we are excited to build on our recovery this year. We are continuing to see the return of visitors gathering pace and have high hopes for the season ahead as we work towards our ambitious strategy. Our ‘Extraordinary Is’ campaign brings to life everything the Island has to offer to visitors of all ages , including the opportunity to reconnect with what matters, to be joyfully and playfully active in our adventure playground, and to discover years of rich heritage, a vibrant culture and a fascinating arts scene. ”
