VisitEngland’s head, Viscountess Cobham, has announced a £2 million TV ad campaign supporting more domestic tourism. The new ad will appear in 2013 and will encourage would-be holidaymakers to book a UK holiday through their local travel agent.

The industry enjoyed growth last year, but this year’s figures were impacted by poor weather in the spring – and despite the Jubilee, Olympics and Paralympics having taken place this summer.

Viscountess Cobham said plans were in place to grow the industry by 5% year on year. While the unreliability of British weather may cast such plans in doubt, a recent visitor satisfaction survey revealed that 85% of those taking a UK holiday gave their break a rating of ‘very good’ or ‘excellent’.

Lady Cobham said:‘Now is the time to build on the feel good factor from the Games and harness that national pride by inspiring Brits to look at their home country in a different way – as their next holiday destination.’

The new ad campaign follows the huge £5 million 2012 campaign which coincided with the Olympics and Jubilee, and featured well-known UK stars such as Stephen Fry and Harry Potter’s Rupert Grint.

The news will be welcomed by second home insurance customers who own a vacation rental property. According to VisitEngland figures, tourism in England is worth £97 billion.