When UK adults plan a holiday, cost comes first: a new survey found 63% hunt for deals, yet 75% do not check government travel advice and 90% do not check crime statistics. For World Travel Week, we turned those findings into a story for BVI Holidays, with 71% saying they want more than just beaches. We put a representative of BVI Holidays on air across a radio day of interviews, presenting the British Virgin Islands as a year-round destination for island hopping, sailing, wildlife and unspoilt beauty, regarded as the sailing capital of the world. The broadcast PR campaign secured 15 items of radio coverage reaching 2.8 million listeners, including Sky News Radio and BBC Radio Norfolk.
BVI Holidays wanted to raise awareness of the British Virgin Islands as a recommended destination for island hopping, sailing and unspoilt beauty.
The message
The British Virgin Islands is a fantastic year-round destination for island hopping, sailing, wildlife and unspoilt beauty, and is regarded as the sailing capital of the world.
The angle
A new survey found UK adults plan holidays around cost, with 63% hunting for deals. Yet 75% do not check government travel advice, 90% do not check crime statistics, and 71% want more than just beaches.
On air
A representative of BVI Holidays
The result
15 items of coverage reaching 2.8 million, including Sky News Radio and BBC Radio Norfolk.
About World Travel Week
World Travel Week is a week created by Relations Group for holiday and destination stories in early November, when the travel industry meets at World Travel Market in London. Tourism boards, tour operators and travel associations have all used it for radio campaigns. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning World Travel Week for 2026?
World Travel Week comes round in early November, alongside World Travel Market in London, which next runs from 3 to 5 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
