Warmer weather and sunshine desired more than lower taxes or a greater sense of community!

-      Londoners hate the cold more than the Scots!

-      85% say level of happiness affected by the weather

-      More than 75% would live somewhere warmer if money were no object

-      60% say more sunshine and warmer weather are the thing that would make them the happiest – more than cheaper clothing or alcohol

It seems the grey, wet weather is having a widespread negative impact on the British populace, so much so that the majority wish they could live elsewhere! To determine how weather really affects people in the UK, a survey of 2,000 people was commissioned by Visit St. Pete/Clearwater, UK representatives for the sun-drenched 35 mile peninsula on Florida's west coast that offers white sand beaches and holds the Guinness World Record for the longest continual run of sunny days, with 768!

Far from showing the Brits to be hardened and adaptive to the miserable weather, 85% of the survey's respondents said it affects their level of happiness. Despite an image of stylishly rugging up and embracing the frosty weather during the winter months, the results also showed more than 3 out of 4 (76.2%) of Britons would live in a warmer climate during the winter months if given the opportunity.  

Commissioned in 2015, the survey is part of Visit St. Pete/Clearwater's You Need Sun campaign encouraging Brits to enjoy their sunny shores across the pond that offer warm weather all year round. The tourism body is even offering a trip for four lucky Brits to the region in partnership with Virgin Holidays through the website YouNeedSun.com.

“Clearly the weather we Brits are so famous for can have a negative long-term impact so getting away for a sunny break can offer physical and psychological benefits,” says Visit St. Pete/Clearwater UK Director Venessa Alexander. “To see 70% of our survey respondents say they think people in Florida are happier than in the UK because of their warm weather says a lot!”

Surprisingly, when the results were broken down geographically, it emerged that Londoners hate the cold more than the Scots, with 82% down south saying they longed for a warmer climate compared to 74% in the much colder north.

When it comes to lifting Brits' sagging levels of happiness, weather was by far the favourite solution – when asked to select from a list of potential solutions, 6 out of 10 respondents chose sunshine and warmer temperatures over cheaper alcohol, clothing prices being reduced, lower taxes or even a greater sense of community!

The results also showed that two thirds of Brits are more likely to search for their summer holidays during the winter months and that a third of people in their 20s now seek holiday inspiration from social media, while less than one in ten in their 60s do the same.

For a chance to win the holiday to St. Pete/Clearwater with Virgin Holidays, visit YouNeedSun.com.

-Ends- 

For further press information please contact:
Nick Wheywell / Stuart Fyfe / Kevan Barber
Rooster PR
T: +44 (0) 20 3440 8930
E:­ teamvspc@rooster.co.uk 
W: www.rooster.co.uk

Visit St. Pete/Clearwater
Visit St. Pete/Clearwater (VSPC) is the official destination marketing organization of Pinellas County in Florida and covers 26 municipalities in the area.

The region is located on a beautiful peninsula on Florida's west coast, bordered by the Gulf of Mexico to the west and Tampa Bay to the east.

Just 30 minutes away from Busch Gardens and 90 minutes away from Walt Disney World, the area offers 35 miles of white-sand beaches and uniquely colourful communities to explore.

The destination is renowned for sunshine and currently holds the Guinness World Record for the longest run of sunshine days, a massive 768.

Also home to the largest collection of Dali artwork outside of Spain, the county has culture, wildlife and beautiful beaches with a semi-tropical climate making it the perfect holiday destination for families, couples and singles.

For more information: www.visitstpeteclearwater.com, www.facebook.com/VisitStPeteClearwaterUK, www.twitter.com/vspc