The Guardian and The Observer each reach over 1.1 million affluent and upmarket readers who are hard to target through other media.
• These readers are 60% more likely than average to take short breaks in the South East or the Isle of Wight.*
• They are more likely than other quality press readers to have young children, so will be attracted by the short journey time and outdoor activities that a UK holiday can offer.
• 49% have visited a London museum or gallery in the past year and in the 2009 Guardian and Observer reader travel awards they voted the British Museum, the London Eye and the Tate Modern as their top three UK tourist attractions.