East Midlands Unveils “Centre of it All” Campaign to Boost Regional Tourism and Visitor Economy

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The East Midlands Combined County Authority (EMCCA) has launched a new marketing campaign to highlight the region’s cultural, sporting, and natural attractions. The “Centre of it All” campaign aims to highlight Derbyshire, Nottinghamshire, and the Peak District’s distinct offerings while establishing the region as the heart of UK tourism. This new campaign aims to attract tourists from London, the South East, and across the UK, encouraging them to visit the East Midlands for short getaways that highlight the region’s world-class sports, vibrant culture, and picturesque landscapes. The campaign’s goal is to boost regional tourism and help meet the region’s ambitious £1 billion tourism growth target.

Key Focus Areas of the Campaign
The “Centre of it All” initiative is two-pronged. The first strand, “At the Centre of it All”, highlights the natural beauty and relaxing atmosphere of Derbyshire and the Peak District, aiming to position them as ideal destinations for short breaks. The second strand, “At the Centre of the Action”, promotes Nottinghamshire’s rich cultural heritage and world-class sporting events. Both strands emphasize the ease of access from London and the South East, with Derby just two hours away by train, making it a perfect weekend getaway.

The campaign partners—Visit Nottinghamshire, Visit Derby, and Visit Peak District & Derbyshire—work together to offer a unified message: the East Midlands is a welcoming region with a diverse range of experiences for all types of travellers. By positioning the East Midlands as an easily accessible short-break destination, the campaign seeks to increase overnight stays and encourage deeper exploration of the area, benefiting the local visitor economy.

Tourism Growth and Economic Impact
Tourism is an integral part of the East Midlands’ economy, contributing significantly to job creation and economic development. In Nottinghamshire, the visitor economy is valued at £2.53 billion, supporting 22,500 jobs within the tourism sector. Derby, on the other hand, attracts over eight million visitors annually, with tourism contributing £365 million to the city’s economy. The ongoing £2 billion regeneration project in Derby aims to enhance the city’s appeal, bringing new office, retail, and leisure spaces to attract more visitors. The Peak District already generates £2.9 billion annually, supporting almost 30,000 local jobs. Despite this, there remains significant untapped potential, particularly in increasing the length of stays and encouraging more return visits.

The “Centre of it All” campaign plays a crucial role in achieving the region’s £1 billion tourism growth ambition by leveraging these existing assets and encouraging tourists to visit for extended stays. Through its promotion, the campaign aims to inspire a sense of discovery and pride in the region, boosting both visitor numbers and the economic benefits that come with it.

Targeting the Right Audience
The campaign’s primary focus is on attracting visitors from London and the South East, which are considered key markets for short-break tourism. The marketing efforts are tailored to encourage Londoners and other residents from surrounding areas to travel to Derbyshire and Nottinghamshire, exploring both their cultural and natural wonders. The campaign’s messaging focuses on convenience, positioning the East Midlands as a region that is just a short train ride away from the capital.

In particular, the Peak District’s serene landscapes and Derby’s rich history are being promoted as ideal destinations for relaxation and cultural exploration. Nottingham, renowned for its sporting heritage and legendary history, is being highlighted for its vibrant festivals, events, and world-class sports facilities. Visitors are encouraged to stay longer, discover hidden gems, and immerse themselves in the diverse experiences offered by the region.

Collaborative Efforts to Boost the Visitor Economy
Megan Powell-Vreeswijk, CEO of Marketing Nottingham and Nottinghamshire, expressed excitement about the launch of the campaign, emphasizing how the region’s unique sporting and cultural heritage provides a compelling reason for visitors to stay longer. The involvement of the EMCCA, which has supported the campaign through UK Shared Prosperity Fund (UKSPF) funding, has been pivotal in increasing the campaign’s reach and visibility.

Jo Dilley, Managing Director of Visit Peak District & Derbyshire, highlighted the collaboration between the regional tourism bodies and the EMCCA as a significant step towards raising the profile of the East Midlands on a national scale. The campaign promotes the region as an accessible, vibrant destination where tourists can immerse themselves in local culture, history, and outdoor adventures while supporting the growth of sustainable tourism businesses.

Stella Birks, Visitor Economy Development Manager at Visit Derby, added that the campaign will help raise awareness about Derby’s rich history and its role as a pioneering city in industry and culture. The city’s award-winning museums, attractions, and venues are expected to attract visitors who may have previously overlooked Derby in favour of more well-known destinations.

Building a Sustainable Future for Regional Tourism
The “Centre of it All” campaign represents a collaborative effort that reflects the power of working together to achieve sustainable growth for the region’s visitor economy. By targeting key markets and promoting accessible, high-quality experiences, the campaign is expected to not only increase tourist numbers but also drive economic growth through longer stays and increased local spending.

The emphasis on sustainability in tourism is also crucial, as the campaign encourages tourists to spend more locally, supporting businesses in smaller communities across Derbyshire, Nottinghamshire, and the Peak District. This will contribute to the long-term economic resilience of the region, creating new opportunities for both established and emerging tourism providers.

A Bright Future for East Midlands Tourism
The launch of the “Centre of it All” campaign is a significant milestone for tourism in the East Midlands. The campaign aims to make the East Midlands a key player in the UK tourism landscape by bringing together regional tourism bodies and focusing on accessible, high-quality experiences. As the region strives to meet its £1 billion growth target, the “Centre of it All” campaign will be critical in cultivating a sustainable, vibrant tourism economy that benefits both locals and visitors alike.

The East Midlands, with its rich culture, world-class sports, stunning landscapes, and warm hospitality, is poised to become a must-see destination for short breaks in the United Kingdom.