In a first of its kind, at its meeting on Monday, 4 November, the East Midlands Combined County Authority (EMCCA) Board agreed to develop a regional approach to delivering a thriving visitor economy for the East Midlands.
The Board approved funding of up to £60k to support the joint work of the region’s two Local Visitor Economy Partnerships (LVEPs) to develop a Destination Management Plan for the EMCCA region, aimed at adding value, strengthening collaboration, and avoiding duplication.
The approach agreed by the Board focuses on three core elements to boost the visitor economy:
- Promoting our place and products to deliver enhanced profile, greater reach, and more visitors.
- Developing the offer, working with stakeholders to improve and increase, for example, hotel accommodation, live venues, conference facilities, etc.
- Realising the value of the sector, showing the wider benefits to our region over and above its economic contribution.
Promoting our place and products
Mayor of the East Midlands, Claire Ward, has begun a series of engagement events to hear directly from key organisations across the sector. These have included a Derby and Derbyshire-focused meeting hosted by the Devonshire Group at Chatsworth House, an Arts Council-led event in Chesterfield that brought together representatives from the culture and heritage sectors, and a Nottingham and Nottinghamshire-focused event hosted at the National Civil War Centre in Newark. These events provided valuable feedback on the challenges and opportunities for organisations in the sector.
Developing the offer
There are now two Local Visitor Economy Partnerships (LVEPs) covering the entire EMCCA area: Visit Nottinghamshire and Visit Peak District, Derbyshire, and Derby. Both are formally accredited by VisitEngland. They will work with EMCCA to develop a strategic vision for the region, highlighting all the fundamentals needed to make the region’s destinations thrive while supporting local businesses.
Realising the value of the sector
The tourism/visitor economy makes a significant contribution to the region, worth approximately £5.25bn in 2023 and supporting around 52,000 jobs. The aim is to seize numerous opportunities to grow the sector’s value, both in terms of direct economic impact and wider benefits that align with EMCCA’s inclusive growth objectives.
Mayor of the East Midlands, Claire Ward, said:
“The visitor economy is one of my key priorities because it matters everywhere: to our cities, our market towns, and our rural areas alike.
This is a vital agenda for the whole region, and I’m delighted to lead and strengthen collaboration with our regional partners. Our joined-up Destination Management Plan means that we can have more impact, improve our offer for visitors and residents, and grow our economy.”
Megan Powell Vreeswijk, CEO of Marketing Nottingham & Nottinghamshire, including Visit Nottinghamshire, said:
“Collaboration across the East Midlands is key to driving a vibrant and sustainable visitor economy, and we are delighted to work in partnership with the East Midlands Combined County Authority (EMCCA) and Visit Peak District, Derbyshire, and Derby to make this vision a reality. EMCCA’s commitment to the Destination Management Plans marks a major milestone in building a unified approach that enhances the unique offer of our regions while providing a strategic framework for growth.
Together, as the two LVEPs with our regional partners, we will elevate the profile of the East Midlands, attract more visitors, and create new opportunities for local businesses, visitors, and residents.”
Jo Dilley of the Visit Peak District, Derbyshire, and Derby LVEP said:
“We’re delighted that the East Midlands Combined County Authority (EMCCA) recognises the importance of the visitor economy, which is worth £2.89bn to the Peak District and Derbyshire, and we are pleased to be working in partnership with Visit Nottinghamshire on joined-up Destination Management Plans that will benefit the entire East Midlands region.
The visitor economy is a sector that can drive positive change across local communities, providing jobs, boosting investment, and supporting the development of vital infrastructure. By working collaboratively and creating a strong partnership across the Combined Authority, we can offer economies of scale and growth for businesses, amplifying key assets across national and international markets. Together, we can deliver a sustainable strategy that provides a strong foundation for the sector’s future growth.”
VisitEngland Director Andrew Stokes commented:
“It is great to see these two Local Visitor Economy Partnerships (LVEPs) working in collaboration to support sustainable growth in tourism and investment in the East Midlands. The local visitor economy will benefit from this joint and stronger regional alignment.
VisitEngland will continue to work with Visit Peak District, Derbyshire & Derby, and Visit Nottinghamshire LVEPs as they develop their collective Destination Management Plan, providing our expert guidance and resources in areas such as product distribution, accessibility, sustainability, business support, funding bids, and marketing.”
At the meeting, Board members emphasised the value of the visitor economy and the opportunity to grow it further. The region already boasts great assets, and by joining efforts, EMCCA aims to promote an offer that encourages people to visit for longer, spend more in the region, and leave with a positive experience, further promoting the East Midlands.
The Board also noted the vital contributions from areas such as transport and skills, for which EMCCA is becoming responsible. This presents an opportunity to ensure that spending and delivery in these areas support the visitor economy, including promoting the value of jobs and careers in the sector, working with providers to develop a skilled workforce, and improving transport connectivity for visitors and workers in the sector.
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