‘Unforgettable’ East Midlands at Centre of major new tourism campaign to attract visitors

Credit: Onclusive News

“We are open, welcome and at the Centre of it All” – that is the message to the rest of the country from the East Midlands.

The East Midlands Combined County Authority (EMCCA) has announced a new marketing campaign for the region.

The Centre of it All campaign is designed to showcase the very best of Derbyshire and Nottinghamshire, positioning the East Midlands at the heart of tourism in the country and encouraging visitors from London, the South-East and across the UK to explore the region’s culture, sport, landscapes and hospitality.

Mayor of the East Midlands, Claire Ward said: “The visitor economy is one of my key priorities, because every place in the East Midlands has something to share with the world – and because we are at the Centre of it All, we are just a short journey away for most people in the UK.”

“This campaign is about working together to proudly showcase everything that makes the East Midlands special. From vibrant cities to wide-open landscapes, world-class sport to rich culture and warm hospitality, our region has so much to offer.”

Delivered in partnership with tourism organisations Visit Nottinghamshire, Visit Derby and Visit Peak District & Derbyshire, the campaign brings their work together under one clear message: the East Midlands is open, welcoming, and full of unforgettable experiences.

Launching this week, the double-headed campaign will promote the region as an easily accessible short-break destination in a bid to drive overnight stays, encourage visitors to explore more deeply and boost the regional visitor economy, helping to meet the region’s £1 billion tourism growth ambitions.

The ‘At the Centre of it All’ campaign will target London and the South East, positioning the Peak District and Derbyshire as a relaxing getaway, with Derby less than two hours from the capital by train.

‘At the Centre of the Action’ will highlight Nottinghamshire’s colour, culture and world-class sport, encouraging eventgoers and culture seekers living up to two hours away to stay longer, return more often and discover more of the county’s unique offer.

Mayor Claire said: “We want visitors from London and beyond to discover the experiences, people and places that make Derbyshire and Nottinghamshire such unique destinations.”

Nottinghamshire is a leading tourism destination with a world-class reputation for its legends, local traditions, culture, sport and heritage. Tourism in Nottinghamshire is estimated to be worth £2.53bn to the local economy, supporting 22,500 jobs in the tourism sector.

Elsewhere, more than eight million visitors come to Derby every year contributing £365m to the Derby economy. With a £2bn regeneration development under way, Derby is investing in new office, retail and leisure schemes to improve the city’s appeal even more.

In the Peak District, tourism already contributes £2.9bn to the local economy and supports almost 30,000 jobs, yet significant untapped potential remains.

Megan Powell-Vreeswijk, chief executive officer of Marketing Nottingham and Nottinghamshire including Visit Nottinghamshire, said: “We’re incredibly excited and proud to launch this brand-new Centre of it All campaign alongside our partners Visit Peak District & Derbyshire, Visit Derby and EMCCA.

“The Nottingham and Nottinghamshire’s strand of the campaign celebrates the rich sporting and cultural heritage that makes our region such a compelling destination for extended overnight breaks. From world-class sports to iconic cultural events and attractions, it’s a fantastic opportunity to showcase our region’s offer on a national stage, increase visitor numbers and support the growth of our visitor economy and its businesses.

“With EMCCA’s support through UKSPF funding and their commitment to the growth of the Visitor Economy, it has enabled this campaign to go ahead and strengthened our voice and reach allowing us to attract visitors to engage and revel in our compelling offer.”

Jo Dilley, Visit Peak District & Derbyshire managing director, said: “The launch of ‘Centre of it All’ is a major step forward for the Peak District and Derbyshire and the wider East Midlands visitor economy. Tourism is a powerful driver of growth, and this campaign shows the impact of working collaboratively to raise the region’s profile.

“With the support of the EMCCA, and in partnership with Visit Nottinghamshire and Visit Derby, we’ve created a campaign that showcases the East Midlands as an accessible and compelling destination for overnight breaks.

“With London just a short journey away, ‘Centre of it All’ encourages visitors to stay longer, explore more and spend locally – supporting tourism businesses and delivering sustainable growth for communities across the region.”

Stella Birks, Visit Derby visitor economy development manager, said: “Visit Derby is delighted to be part of the ‘Centre of it all’ campaign which will raise awareness of some of the fabulous businesses in the city that contribute to a rich and diverse visitor economy experience.

“Derby is a city that has been quietly, yet consistently, changing the world for hundreds of years. Our award-winning museums, attractions and venues, offer a huge opportunity to draw visitors from London to discover our pioneering stories.”