Visit Peak District & Derbyshire marks 20 years with record-breaking growth celebrated at annual Tourism Conference

Visit Peak District & Derbyshire celebrates 20 years of championing the region’s visitor economy at the Peak District, Derbyshire & Derby Tourism Conference yesterday (Wednesday 24 September 2025), where industry leaders, partners, and businesses gathered at Vaillant Live, Derby’s newest events space, to reflect on two decades of progress and look ahead to the future.

The milestone conference came as the latest Scarborough Tourism Economic Activity (STEAM) figures revealed remarkable growth across the visitor economy in the Peak District and Derbyshire. The data shows that tourism in the area is now worth £3.58 billion, a 9.1% increase on 2023, or around 6% in real terms, underlining the sector’s vital role in driving economic prosperity and supporting local communities.

The conference opened with a warm welcome from Sir Richard FitzHerbert, Chair of Visit Peak District & Derbyshire, before a packed agenda of inspiring keynote speeches, panel sessions, and interactive workshops.

Highlights included:

• Jo Dilley, Managing Director of Visit Peak District & Derbyshire, celebrating 20 years of the organisation and sharing highlights from a landmark year.

• Nadine Peatfield, Leader of Derby City Council, outlining exciting developments that are shaping “a Derby to be proud of”.

• Rachel Briody and Amy Noton from Visit Peak District & Derbyshire, showcasing successful marketing campaigns that continue to raise the profile of the region at home and overseas.

• Rob Gorton, Chair of Derby City Development Board, spotlighting Derby’s pioneering role in driving innovation and growth.

• Nicola Said from VisitEngland, providing an update on national trends and the importance of Local Visitor Economy Partnerships.

• Sarah Owen, Director of Development at Chatsworth, highlighting the positive impact of the Chatsworth House Trust and its new Celebrating the Cascade project.

• A closing keynote from Claire Ward, Mayor of the East Midlands, who emphasised the importance of growing the visitor economy “the right way” for long-term success.

Delegates also had the opportunity to explore practical breakout sessions on topics ranging from welcoming international visitors and preparing for new industry regulations, to harnessing artificial intelligence in tourism marketing.

Jo Dilley, Managing Director of Visit Peak District & Derbyshire, said:

“Today is a celebration of not just 20 years of Visit Peak District & Derbyshire, but of the extraordinary growth of our visitor economy, which continues to play such a vital role in the prosperity of our region. The latest figures show just how far we’ve come, and this conference has been a brilliant opportunity to reflect on our successes, strengthen our partnerships, and look ahead with confidence to the next chapter.”

The Peak District, Derbyshire & Derby Tourism Conference was proudly sponsored by Vaillant Live.

Faye Nixon, Head of Sales, Marketing & Guest Experience, Vaillant Live, said:

“We’re thrilled to host and sponsor the Peak District, Derbyshire & Derby Tourism Conference at our state-of-the-art Derby venue. Supporting this flagship event reflects our deep commitment to the local community and economy. It’s inspiring to witness the continued growth of the visitor economy, and we’re proud to help bring industry leaders together to celebrate successes and shape a sustainable future.”