Mayor delivers on pledge to boost tourism and investment in the East Midlands

The Mayor of the East Midlands, Claire Ward is set to deliver a key pledge by working across the region to deliver Visit East Midlands and Invest East Midlands.

The two new programmes are designed to raise the region’s profile and put the region firmly on the map as a leading UK destination and investment region. 

Following approval from the East Midlands Combined County Authority (EMCCA) Board on 24th November,  EMCCA will invest in baseline funding of £4.8 million, over the next two years, to help the region attract more visitors, support local businesses, and draw new investment to Derbyshire and Nottinghamshire. 

This investment supports the newly published East Midlands Growth Plan, and will help EMCCA leverage further Government and private sector investment, to deliver against the £13bn growth ambition.  

A new Visit East Midlands partnership will be created to promote the region’s attractions, and develop new ones, help build a clear identity for the area, and run campaigns which encourage more people to visit. 

Alongside it, Invest East Midlands will focus on working with partners to attract new businesses and investment, creating jobs and supporting economic growth. 

Mayor of the East Midlands, Claire Ward said:  “Visit East Midlands was something I promised to deliver when I was elected, because working together as one region is how we put the East Midlands back on the map. We won’t grow if we don’t work together to achieve it – and this moment is a key milestone in defining how that collaborative work will look when it comes to attracting visitors and boosting investment.

“The investment we are making to set this in motion puts in place the building blocks to power our regional economy and will be the foundation to future investment. We will work hard to ensure this investment pays off.” 

The decision follows a review of how economic development functions such as visitor economy, business support and inward investment are currently organised across the region. With the UK Shared Prosperity Fund ending in March, the review showed the need for better coordination and a clearer regional identity and brand.  

To address this, EMCCA will invest in two key programmes: 

• Invest East Midlands – Driving regional effort through working with partners such as Marketing Nottingham and Nottinghamshire, Marketing Derby, Destination Chesterfield and Freeport to bring in new investment and support business growth; 
• Visit East Midlands – to promote the region, working with partners such as Visit Peak District and Derbyshire and Marketing Nottingham and Nottinghamshire, grow the visitor economy and develop new visitor experiences and campaigns, attracting more visitors from the UK and internationally. 

A third programme, the East Midlands Growth Hub, will provide support and advice to help local businesses start and grow, working with universities and the private sector. Detailed plans for each programme will be developed with regional investment and visitor economy partners, councils, businesses and national partners. 

Mayor Claire said: "I will continue fighting for more investment to come into this region so we can deliver real change. This new approach will ensure the East Midlands gets the attention, recognition and money it needs to help me do that.” 

Chair of EMCCA's Business Advisory Board, David Williams said: “I welcome the Mayor’s decisive action to use EMCCA funds to invest in the future of the East Midlands. In a time where funding is challenging, this commitment will enable us to strengthen our regional economy, enhance our visitor offer and create the conditions for sustainable business growth, driving prosperity for communities and businesses alike, strengthening the positioning of the East Midlands as a leading destination for investment and tourism.”