Social tourism

Recipients of a family holiday courtesy of the Family Holiday Association

Could access to leisure and tourism be the way to tackle the UK’s social problems? Unlike in Europe where ‘social tourism’ is an accepted policy tool, in the UK the value of holiday-related programmes to help disadvantaged groups is still a matter for debate and discussion rather than action.

Simply put, social tourism refers to initiatives that aim to include groups in tourism that would otherwise be excluded from it, usually involving budget-friendly domestic holidays or sometimes day trips. Research has shown that around 18% of UK families don’t have the opportunity of taking a holiday each year because of lack of money.

There is both a social and economic rationale behind the idea. Holidays have been shown to be a critically important for helping families step away from routines and environments which can lock them into cycles of stress and low self-esteem, providing a basis for new ways of thinking, ambition for education or employment, as well as improved physical and mental health. Social tourism can increase business for providers during off-peak times, and develop tourism in areas that may not otherwise attract tourists.

A national system of ‘holiday cheques’ operates in France, which can be used on lodgings, dining, transport, leisure and culture. Similar to pension schemes in the UK, employees can make regular savings, supplemented by employers and social organisations, which in turn benefit from reduced taxes and social contributions.

The economic impact is significant as it is estimated that total spending is four times more than the volume of cheques issued. The value of expired holiday cheques is redirected to provide assistance to individuals or families who suffer from economic, social or cultural difficulties. The assistance is distributed by social and charitable organisations throughout France, which are in permanent contact with those who are deprived and therefore in the best position to know their needs.

Another success is the Spanish IMSERSO2 programme, which is aimed at improving the quality of life of older people, and at the same time address seasonality issues in Spanish tourism. The programme provides older people with ‘off season’ holidays in areas with a warm climate. Financed both through contributions by beneficiaries and public funding, the state recoups its contribution through savings on benefits and earnings (income tax from economic activity generated, VAT, corporation tax and social security contributions). Because of the unique form of financing, which equally subsidises all travellers rather than in proportion to the cost of the trip, the amount the state recoups in general exceeds the sum of its contribution – said to be 1.4 Euros for every 1 Euro invested.

A UK charity, the Family Holiday Association has been helping families on low incomes since 1975, but has relied solely on voluntary contributions, and social tourism has been a relatively unknown principle until recently. Attitudes are changing. An All Party Parliamentary Group has been set up in Westminster and a report on the issue is due for October 31. At the University of Surrey we have been funded by the Economic and Social Research Council (ESRC) to build a network and awareness of social tourism’s potential – and it will only be a joint commitment from both government and the tourism industry which will deliver on all the potential benefits.

• Written by Dr Lynn Minnaert, lecturer in tourism and events at the University of Surrey