Peak District, Derbyshire and Derby tourism organisations receive new national status

The two organisations responsible for leading on the promotion, marketing and development of the visitor economy in the Peak District, Derbyshire and Derby have formed a partnership that has been recognised by VisitEngland in a government programme to establish a new structure for the tourism industry.

Visit Peak District & Derbyshire and Visit Derby have come together as Visit Peak District, Derbyshire and Derby to receive official Local Visitor Economy Partnership (LVEP) status from VisitEngland.

The LVEP programme is a new national portfolio of strategic and high-performing tourism bodies that work in collaboration with local, regional and national stakeholders on shared priorities to support and grow the visitor economy.

LVEP accreditation recognises tourism bodies that can play a critical role in place-shaping, providing effective leadership and management of their destination and ensuring the area is inclusive, accessible and sustainable for visitors both nationally and internationally.

The creation of LVEPs was part of the UK Government’s response to the recommendations of ‘The De Bois Review’, to reshape destination management across England, reducing fragmentation and bringing coherence to its tourism landscape.

As well as a nationally recognised official status, LVEPs will also be able to access expert advice, dedicated toolkits and training programmes from VisitBritain/VisitEngland in areas ranging from distribution, accessibility and sustainability to business support and marketing.

Importantly, LVEPs will also be able to bid for Government funding streams to support the growth of the visitor economy in their area.

Visit Peak District, Derbyshire and Derby has joined the LVEP programme as one of 12 new partnerships alongside Marketing Cheshire, Experience Oxfordshire, Cornwall and the Isles of Scilly, Visit Hull and East Yorkshire, Visit West, Marketing Manchester, Visit Hertfordshire, Visit Kent, Liverpool City Region, Cumbria Tourism, and Birmingham, Solihull and the Black Country.

Jo Dilley, Managing Director of Visit Peak District & Derbyshire says: “Receiving Local Visitor Economy Partnership status is fantastic news for the Peak District, Derbyshire and Derby. Not only does this official accreditation reflect the effectiveness of our strategic approach to growing the county’s visitor economy, but the wide-ranging support we offer to tourism businesses.

“Great destinations are great places to live, work and visit and it’s essential that we work collaboratively to develop our offer and secure further investment. We are very proud to be at the forefront of delivering the ambitions of the De Bois review and welcome the role that we can play in driving forward change, working closely with our partners and local authorities.

“Having this official status will help us grow our visitor economy further, and will ensure the Peak District, Derbyshire and Derby continues to be a compelling destination for both domestic and international visitors.”

Rob Gorton, Chair of the Derby Destination Development Board said: “For Visit Peak District, Derbyshire and Derby to be successful as one of the first VisitEngland accredited Local Visitor Economy Partnerships is a great achievement.

"Derby City, with its rich heritage of making, and its vibrant and diverse cultural life today, is a fantastic partner and complement to Derbyshire and the Peak District’s offer.

“The opportunity for the city and its visitor facing businesses is huge, and access to national campaigns and support from the national tourism board will help significantly increase footfall in the city.

“We will work to help make Derby the best possible partner for the LVEP, and to increase the city’s attractiveness as a great place to visit, as a great place to do business, and as a great place to live and work.”

Derbyshire County Council Leader Councillor Barry Lewis said: “We strongly backed this LVEP application and to hear it has been successful is wonderful news which will be welcomed by everyone involved in the county’s tourism sector.

“We already have a thriving tourism industry and strong local visitor economy but this will provide a huge boost to the excellent work that is already being carried out by all the partners involved, who continue to attract millions of visitors to our beautiful and varied county from across the country and much further afield.

“The national recognition will lead to more collaborative working locally, regionally and nationally, better access to extra funding and expert advice on hand from VisitBritain/VisitEngland, ensuring every opportunity can be taken to support, promote and grow this valuable sector which benefits so many.”

Sir Richard FitzHerbert, Chair of Visit Peak District & Derbyshire said: "It is a great credit to the hardworking teams at both Visit Peak District & Derbyshire and Visit Derby that they have secured Local Visitor Economy Partnership status from VisitEngland.

This official accreditation will bring the teams together to work collaboratively to support tourism businesses, secure investment, and market our wonderful destination to national and international visitors.

From Derby Cathedral and Markeaton Park through the delightful Dales including St Oswalds’ in Ashbourne, up to the Cathedral of the Peak at Tideswell and over to impressive heritage treasures such as Chatsworth, plus great cycling trails and walking and climbing gems such as Stanage Edge, Mam Tor and Kinder Scout, we have a fantastic tourism product!
LVEP status will provide even more opportunities to support and grow our visitor economy and this announcement signals a bright future for local tourism businesses."

VisitEngland Director Andrew Stokes said: “VisitEngland is delighted to welcome onto the programme the 12 new LVEPs, who will play a central role in transforming the visitor economy in England in an inclusive, accessible and sustainable way. Ensuring we have the right national and local infrastructure in place to grow our visitor economy will ensure England continues to be a compelling destination, for both domestic and international visitors, for years to come.

“We look forward to working in collaboration with the LVEPs, providing ongoing support including a team of dedicated VisitEngland regional development leads. LVEPs will also have access to resources and guidance from VisitBritain/VisitEngland in areas including product distribution, business support, bidding for funding and marketing.”

VisitEngland welcomed the first three LVEPs, NewcastleGateshead Initiative, Visit County Durham and Visit Northumberland, into the programme earlier this year. They form the pilot Destination Development Partnership (DDP) in the North East of England, led by NewcastleGateshead Initiative, first announced by the UK Government in November 2022. The pilot is a valuable opportunity to prove the DDP concept and the impact the model can have on growing the visitor economy, strengthening the case for future funding.

Visit Peak District & Derbyshire and Visit Derby will work closely with VisitEngland during the LVEP set-up process and beyond, with ongoing support from a dedicated VisitEngland regional development lead.

ENDS

For press enquiries, contact Amy Noton at 07387 141590 or amy.noton@visitpeakdistrict.com.

Image: Chatsworth/Chatsworth House Trust

Notes to editors

• For more information on the ‘The de Bois Review: an independent review of DMOs in England,’ see: https://www.gov.uk/government/...
• For more information on the UK Government’s response to the de Bois Review see: https://www.gov.uk/government/publications/government-response-to-the-independent-review-of-destination-management-organisations-in-england
• For more information on the North East region DDP pilot see: https://www.visitbritain.org/north-east-england-region-selected-destination-development-partnership-ddp-pilot

About Visit Peak District & Derbyshire
Visit Peak District & Derbyshire’s mission is to develop and grow a successful and sustainable tourism economy, working closely with a wide range of partners to make the Peak District and Derbyshire the destination of choice – regionally, nationally and globally.
For more information visit www.visitpeakdistrict.com/industry
Inspiration on things to see and do, and where to stay, in the Peak District and Derbyshire is available at www.visitpeakdistrict.com

About Visit Derby
Visit Derby‘s mission is to develop and improve as a sustainable, competitive visitor destination based on a growing reputation for providing a quality experience across all aspects of the visitor journey.
For the latest industry information see www.visitderby.co.uk/derby-tourism-industry
For inspiration about what to see and do in Derby and where to stay see www.visitderby.co.uk