Peak District and Derbyshire share in tourism spending and jobs boost
Inspirational marketing campaigns to encourage more visitors to come and stay in the Peak District and Derbyshire have proved almost eight times more effective than expected – generating more than £44.7 million in extra tourism spending and creating more than 830 jobs.
Research by national tourist board VisitEngland reveals that official tourist board Visit Peak District & Derbyshire has exceeded Government targets by a huge margin thanks to its major, multi-media marketing push ‘The World Away’ – costing just £600,000 over three years in a public and private sector partnership.
Government-set goals stipulated that the campaigns – which included the area’s first-ever television commercial, advertising billboards, video on demand and on-line, print and social media promotion – should reap a return of investment of £5.8 million and create more than 130 jobs from 2012 to 2015.
But they proved much more appealing than anticipated – mirroring the wider success of VisitEngland’s national campaign, ‘Growing Tourism Locally’, funded by the Government’s Regional Growth Fund (RGF) – which has generated an extra £1.05 billion in tourism spend and created a record number of 19,490 jobs in the tourism sector across England over the same period.
“To say we are delighted is an understatement,” said Jo Dilley, Director of Visit Peak District & Derbyshire. “‘The World Away’ has punched well above its weight in terms of both return on investment and creating jobs, bringing concrete benefits and hopefully a lasting legacy to the local and regional economy that we can build on throughout 2016 and beyond.”
Lady Cobham CBE, Chairman of VisitEngland’s Advisory Board, added: “It’s fantastic to see the results of the ‘Growing Tourism Locally’ campaign’, which was aimed at driving growth by encouraging Brits to book a short break at home in one of the many wonderful destinations on offer across England. It’s a brilliant result, promoting our beautiful country as a world-class holiday destination.”
The Peak District and Derbyshire was one of 14 English destinations to benefit from a £19.8 million pot of money – part of a total investment of £41.6 million, including contributions from VisitEngland and the private sector – funding campaigns to target specific audiences such as young couples, young couples with pre-school children, older couples and groups.
