£600,000 boost for Peak District tourism campaigns

David Thornton, Head of Marketing and Deputy Chief Executive at the Visit Peak District and Derbyshire tourist board.
David Thornton, Head of Marketing and Deputy Chief Executive at the Visit Peak District and Derbyshire tourist board.
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CELEBRATIONS are underway in the Peak District following news that the area’s official tourist board can now forge ahead with marketing campaigns worth £600,000 over the next three years.

Visit Peak District & Derbyshire has had confirmation that it will share in a £19.8m from the Government’s Regional Growth Fund.

The announcement means that it can now press on with its planned strategy based on the themes The Great Escape and Active Peak, as part of national tourist board VisitEngland’s partnership project Growing Tourism Locally.

The cash will be spent over the next three financial years including 2012 – 13 and will include match funding from private sector partners and other tourist board investment to ensure that the best possible value is achieved throughout the campaign.

VisitEngland estimates that nationally the Growing Tourism Locally project will generate £365m in additional tourism spend and create around 9,100 jobs including 130 jobs in the Peak District over three years.

“We’re delighted to receive news that the Peak District is sharing in the latest round of Government RGF funding,” said David Thornton, Head of Marketing and Deputy Chief Executive at the tourist board.

“We’ve been working hard over the past seven years to establish the area as a world class destination through imaginative and far-reaching marketing initiatives and this valuable boost will help to ensure that our work can continue.

“It means that we can now press ahead with high-profile campaigns aimed at inspiring Britons to take more holidays at home, building on the work we have been doing with both VisitEngland and Visit Britain to extend the legacy of the London Olympics 2012 into 2013 and beyond.

“Like previous marketing projects, our focus will be firmly on promoting the Peak District as a fabulous place to spend holidays and short breaks as well as creating real jobs and real benefits for the economy and local businesses along the way.”

James Berresford, VisitEngland’s Chief Executive, said: “The RGF money is a huge boost for tourism in England. The project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country, with particular emphasis on some local areas.

“This is a great time to launch, and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”