Pictured above: Jim Oribine

Tourism businesses in the Peak District & Derbyshire now have a new ally to help them succeed and prosper in a competitive market.

Visit Peak District & Derbyshire's (VPD&D) new Head of Industry Services, Jim Oribine, is aiming to build on what the area's official tourist board has already achieved since its launch in 2005.

"My main role is to respond and react to the needs of the tourism industry across the area - not just those of accommodation providers and attractions, but also other key players, such as pubs, restaurants, cafes and other food and drink outlets," said Jim, who has 27 years' senior experience in marketing and tourism.

"Much has already been done to lay solid foundations for fulfilling their expectations - now my challenge is to slightly re-focus what we do to ensure that we help tourism businesses to continue to thrive and make their key contribution to the local and regional economy."

Jim joins VPD&D after three years as a consultant helping clients such as The National Trust, The National Forest Company, Experience Nottinghamshire and Explore Northamptonshire research, plan and develop their products and places.

During a two-year spell as Head of Tourism at Leicester Shire Promotions Ltd, he successfully developed a tourism industry membership scheme, a commercial marketing communications and design operation and twice guided the team to achieve UK Tourist Information Centre of the Year.

"We are pleased to welcome such a highly-experienced and proficient professional to  Visit Peak District & Derbyshire," said Chief Executive David James.

"Tourism makes a key contribution to both the local and regional economy, so his proven skills in strategic planning, tourism development, marketing and visitor services are invaluable in creating and maintaining a climate in which businesses can grow and prosper."