Derbyshire and the Peak District promoted to the world at major travel events
Derbyshire and the Peak District has been promoted to the world at three major travel events last week.
Visit Peak District & Derbyshire promoted the delights of the destination to thousands of consumers and travel trade buyers at events in Dublin and London to showcase the area’s tourism offer.
As international travel begins to increase, the area’s official destination management organisation has been working hard to keep the Peak District and Derbyshire front and centre in the minds of potential visitors and the world’s leading travel trade operators.
Visit Peak District & Derbyshire showcased the destination to an estimated 40,000 visitors at Ireland’s biggest annual travel exhibition, the Holiday World Show, in Dublin and also met with key international travel trade representatives at VisitBritain’s Showcase Britain event and the Britain & Ireland Marketplace, both held in London.
While capturing demand from the rise in domestic staycations has been a key part of their recovery marketing efforts, keeping international markets warm has been just as important, and the Holiday World Show (27th-29th January) was the first large-scale opportunity the organisation has had since the pandemic to promote the Peak District and Derbyshire to overseas visitors and travel trade buyers.
Visitors to the Visit Peak District & Derbyshire stand were given information on the destination’s vibrant tourism offer and had the chance to taste quality local produce with whisky samples from Ambergate-based White Peak Distillery. Visitors also had the opportunity to win tickets to Chatsworth, an iconic cultural attraction for international tourists.
In a further boost, Visit Peak District & Derbyshire promoted the destination to international travel trade representatives at VisitBritain’s Showcase Britain event on 26th January before meeting with overseas tour operators and travel trade buyers at the Britain & Ireland Marketplace, in partnership with UKinbound and the European Tour Operators Association (EOTA), on 27th January.
The events provided a valuable opportunity to forge new relationships with key travel trade decision makers and promote bookable product – ranging from group accommodation to sustainable experiences – to hundreds of international buyers.
Jo Dilley, Managing Director of Visit Peak District & Derbyshire, says: “Increasing international travel to the Peak District and Derbyshire is crucial for the recovery and growth of the visitor economy. Being part of these important face-to-face events helps showcase the area as a world-class destination for both international visitors and key travel trade buyers, inspiring visits from overseas markets which are continuing to build their confidence about returning to the UK again.
“There are lots of potential opportunities for the area to benefit from some big events happening in 2023, with international visitors expected to take a keen interest in both the Eurovision Song Contest in Liverpool and King Charles III’s Coronation, which gives us plenty of reasons to shout about the Peak District and Derbyshire as a must-visit holiday destination.”
Hot on the heels of these successful events, the organisation is also registered to attend VisitBritain’s flagship event ExploreGB, which brings together hand-picked international buyers from over 30 markets and the best of the UK travel trade.
Visit Peak District & Derbyshire’s work to increase international visitor numbers is in line with its key aims to drive visitor spend, boost overnight stays, and extend the tourism season.
Inbound tourism has been identified as a key driver of recovery and economic growth and VisitBritain predicts international visits to the UK will total 35.1 million in 2023 (86% of 2019 levels), with a spend of £29.5 billion (104% of 2019 levels).
Visit Peak District & Derbyshire is a committed member of UKinbound, a trade organisation that represents the UK’s inbound tourism sector. Tourism businesses interested in working with the travel trade should contact industry@visitpeakdistrict.com.
