Increasing domestic tourism isn’t just about asking people to use it to replace a foreign holiday. It needs significant product development, marketing and (probably) government subsidy to make it more affordable /1

One of the big fictions about domestic tourism is that it is cheaper. In the UK, that just isn’t the case - no flights, but have you seen the costs of trains, petrol, taxis, even buses in the UK? That’s without the very expensive accommodation & lack of all weather attractions /2

Then the tourists - research and industry marketing practices recognise huge diversity in tourist motivations to travel and their expectations on arrival. Fundamentally, domestic tourists and international tourist are not the same people. They won’t just switch. /end