OVERNIGHT bookings for Stay Play Explore family short break increase by over 160 per cent UK holidaymakers' preference for short breaks closer to home showed no sign of subsiding this summer, with Leicester and Leicestershire attracting a record number of family 'staycationers' who have abandoned plans for expensive breaks abroad in favour of a high quality UK destination.

Leicester Shire Promotions, the organisation responsible for promoting Leicester and Leicestershire to the visitor market, has revealed that overnight stays booked at local accommodation through its hugely popular Stay Play Explore family short break campaign increased by over 160 per cent during June - August 2009, compared to the same period last year (from 780 overnight stays last year to 2,040 this year). These figures relate only to those overnight stays booked at local accommodation as part of the Stay Play Explore short break.

The Stay Play Explore package allows a family of four to visit three Leicester and Leicestershire attractions from a choice of five and enjoy a night's accommodation at a participating local hotel for just £99.

The participating attractions include the National Space Centre, Twycross Zoo, Snibston, Bosworth Battlefield Heritage Centre and Country Park, and Conkers. Accommodation is available at a choice of three family friendly hotels around the city and county including Barcelò Hinckley Island Hotel, Leicester Marriott and Holiday Inn Leicester.

Wayne Topley, general manager of Barcelò Hinckley Island Hotel, commented: "We have had great results from the Stay Play Explore package in 2009. Leicester Shire Promotions has done a great job in pulling together a real value offer that is easy to buy and market, bringing together great hotels and superb entertainment in Leicestershire for the family market. We are also now seeing a large amount of repeat custom which is the true test of the quality of the short break."

Jo Dempster, director of Sales and Marketing Leicester Marriott Hotel, added: "Stay Play Explore is the most successful leisure campaign that we've been involved with since the hotel opened in Leicester.

"It's great that the hotels and attractions have brought together their passion, determination and expertise in a cohesive partnership - superbly supported and co-ordinated by Leicester Shire Promotions - which has successfully focused on developing the city and county as a family-friendly visitor destination."

Martin Peters, chief executive of Leicester Shire Promotions, commented: "The economic downturn has given the domestic visitor market one of the biggest boosts of the past couple of decades. Research has shown that the reason for this is simple: Brits would rather spend less on things like food and clothes than sacrifice their leisure time. Visitors are now demanding good quality, dynamic UK visitor destinations that do not compromise on quality and this is why the Stay Play Explore short break campaign is our most successful ever". "As well as Stay Play Explore, we have developed a range of year-round short break opportunities to reflect the area's diverse tourism offer and good quality, value for money accommodation, all available at a fraction of the cost of going abroad."

The continued success of the Stay Play Explore campaign supports the findings of a recent study commissioned by East Midlands Tourism (EMT), emda's tourism arm. The study indicated that a steady flow of 'staycationers' has kept the tourism industry buoyant this summer. 66 per cent of the businesses polled after the August Bank Holiday reported a good summer and attributed the season's success to more people staying in the UK, repeat business and good marketing.

The summer season witnessed a 40 per cent increase in the number of domestic tourists in the region, creating a significant swell in visitor numbers to the region's attractions, self catering accommodation providers and camping and caravan sites which have reported a 56 per cent increase on this time last year.

There has also been a rise in bookings for mini-breaks with an increasing number of visitors booking two or three day breaks, rather than longer holidays. A family of four can go on a journey of fun and discovery in Leicestershire on the Stay Play Explore family short break for just £99. The offer takes the whole family to three inspiring attractions from a choice of five spread across the city and county and includes overnight accommodation and breakfast at a top family friendly hotel. For more details, please visit www.stayplayexplore.co.uk