Visit England is clearly bracing itself for an exodus this summer, if its recent plush-looking TV advertising campaign is anything to go by.
A trio of national treasures (Stephen Fry, Julie Walters and the less famous one from Harry Potter) has been rolled out to convince folk of the benefit of a staycation this year.
Cut to cinematic scenes of famous people walking on our windswept beaches, drinking tea and getting cosy in cute country pubs.
But when you compare these adverts to other countries’ tourism campaigns it all looks a bit dull. And grey. Not to mention cold.
In fact, I defy anyone not to feel an overwhelming urge to book a two-week break somewhere warm every time they see it.