The visitor economy – tourism and food and drink – are key sectors in the D2N2 Growth Plan. It is important in two ways. Not only does it contribute to employment for 65,300 people across the D2N2 area – 7.5% of the local economy – it contributes to the sense of place of the D2N2 area through its world-class tourism assets such as the Peak District, Chatsworth House, Sherwood Forest and our historic connections with the Civil War.
Earlier this month, visit Peak District launched its first ever TV advert – A World Away – which can be viewed on our website.
It is carefully targeted at key geographical locations – I didn’t know that more people from Norwich than other places in the UK request the Peak District brochure – largely two-hour drive times and is realised by an online television and social media campaign.
Last month also saw Arts Council funding through its cultural destinations programme for the Grand Tour 2015, led by Nottingham Contemporary and comprising a modern Grand Tour, cultural highlights including Derby Museums, Chatsworth House and the Harley Foundation. Next month Experience Nottinghamshire will launch its 2014 campaign for tourism focused on encouraging more visitors to stay longer, spending more.
Tourists are discerning. The staycation market which is thriving in the UK requires authority and the highest quality service.
The D2N2 area has this in spades with economic landscapes and attractions and exceptional customer ethos.
With a market of some 20 million people within a two-hour drive home the visitor economy is an important growth opportunity for the future in this area.
David Ralph
Chief Executive
D2N2 LEP
