ABSTRACT
An important contribution to spreading the season has been made by the new mass phenomenon of weekends away, short breaks and additional holidays. People who have several trips away every year by definition cannot have them all at once at the peak; they must spread them out in time. The long-term promise of extended paid leave entitlements, growing disposable income and faster, cheaper transport was foreseen by the English Tourist Board as early as 1971, when a document entitled Towards a National Tourism Marketing and Development Strategy announced the Board’s intention to major on the promotion of weekends and additional holidays off-season. Indeed, the promotion was the keystone of ETB’s national market building activities for the following 15 years. The Wales Tourist Board cooperated closely with ETB.
