I’ve always been fascinated by the transformative power of travel—not just for the traveller, but for the places we visit. In my twenties, I spent many years travelling and saw first hand how tourism can breathe life into communities, support local businesses, and create opportunities in areas often isolated and lacking other forms of economic activity.
Since joining Visit Peak District and Derbyshire in 2005, I’ve dedicated much of my career to the tourism and hospitality industry. Over time, I’ve truly come to appreciate the vital role the Visitor Economy plays—not only in shaping destinations but in improving the lives and livelihoods of those who live, work, and study in these places.
Visit Peak District and Derbyshire was one of the first Visit England-accredited Local Visitor Economy Partnerships (LVEPs), and with our partners at Visit Derby, we now have a unique opportunity to develop a new vision for our region. Osr goal is to celebrate our cultural, built, and natural assets, driving economic growth in Derbyshire by attracting investment, increasing both domestic and international visitors, converting day trips into overnight stays, extending the tourism season, and creating and safeguarding jobs.
The Visitor Economy is more than just a sector for tourists—it’s a critical driver of economic development and social well-being. While hotels, restaurants, and attractions are the most visible elements, tourism’s impact on local communities is often overlooked. The sector supports an entire ecosystem of suppliers and services across towns and villages—from florists and decorators to taxi drivers and accountants. These businesses, in turn, support jobs and sustain services upon which communities depend, especially outside the peak tourist season. The passionate individuals running these businesses are integral to the vibrancy of local areas, and without them, our communities would be less vibrant places.
Tourism also plays a key role in place-making, helping shape the identity and appeal of a location. By supporting the preservation and celebration of local culture, history, and landscapes, the Visitor Economy enhances the distinctiveness of a place, making it more attractive to both residents and visitors. We should never underestimate the importance of this sector, which is crucial to the success of economies worldwide. Tourism creates thousands of jobs, improves infrastructure such as transport connections and public realm, and fosters cultural exchange between international visitors and residents, enriching the diversity and cultural vibrancy of a destination.
The new Local Visitor Economy Partnership (LVEP) structure, managed by VisitEngland and the DCMS, marks an important milestone. It positions us as a crucial part of the Devolution deal and provides a platform for engaging with a number of government departments. This structure will ensure national consistency and collaboration in areas such as data, research, skills, and business support, emphasizing the sector’s importance to stakeholders and politicians alike.
Across the Peak District, Derbyshire, and Derby, the Visitor Economy contributes £2.89 billion and supports 29,500 direct and indirect jobs. Day trips to our towns, villages, countryside, and attractions are key drivers for visitation. Overnight stays represented 23% of total spend, with 11.5 million overnight stays in 2023 (STEAM 2023).
While I’m pleased to report that tourism has exceeded pre-pandemic levels from 2019, the sector is still in recovery. Businesses continue to face significant challenges, including the ongoing economic crisis, rising supply chain costs, and lost bookings due to poor weather and the 2023 floods. As consumer discretionary spending is squeezed by rising living costs, competition for the tourist pound has intensified. Now, more than ever, we must ensure that our destination remains compelling and stands out in an increasingly competitive market.
As an LVEP, we are best positioned to connect the dots within a destination, ensuring it stays competitive and attractive to the world. However, for years, Destination Management Organisations (DMOs) across England have been underfunded, limiting our ability to reach our full potential. If this trend continues, it will result in slower growth and missed opportunities. The Peak District, Derbyshire, and Derby Visitor Economy have immense potential for growth.
I encourage everyone to enjoy what’s on their doorstep, go out for dinner, enjoy a drink in a local pub, or take your family to a nearby attraction—each action supports local businesses and contributes to the local Visitor Economy. We all play a role in supporting tourism, whether we’re rediscovering our own backyards or venturing further afield.
A Destination Management Plan will be available in early 2025, outlining investment and growth opportunities over the next five years to ten years.
Please go to www.visitpeakdistrict.com to find out more about the Visitor economy offer.
