Pictured above: Simon Calder, well-travelled Senior Travel Editor of The Independent

Tourism businesses are being urged to work closely with Visit Peak District & Derbyshire (VPD&D) in a bid to capitalise on the 'staycation' trend and attract more visitors during quieter spells - both next year and beyond.

The area's official tourist board unveiled its master plan to keep tourists coming to the area in 2010 - including a programme of themed short break campaigns throughout the year - at its annual conference at the Palace Hotel, Buxton, this week (Tuesday November 17).

David Thornton, Head of Marketing and Deputy Chief Executive at VPD&D, outlined a series of initiatives that will build on the excellent progress achieved during Spookyshire - the new family festival co-ordinated by the tourist board - at October half-term, including:

• Enjoying love and romance in February

• Going 'mad in March' by trying a new outdoor activity

• Striding out in a series of Walking Festivals - and enjoying the area's gardens and well dressings - from April onwards

• Taking to two wheels for a Cycling month throughout May

• Spectacular fun in the autumn at Derby Festé, plus a focus on shopping and food and drink

• Spine-tingling fun for all the family during Spookyshire in October

• Seasonal breaks in the run-up to Christmas and New Year

• Exercising in the 'outdoor gym' in January 2010

David also revealed:

• A high-profile, joint promotional campaign with Buxton Water throughout 2010

• Changes to the VPD&D website to offer a better service to both visitors and tourism businesses

• Three new campaigns to encourage people to stay longer, enjoy repeat visits and bring more direct business to tourism providers - focusing on new literature, an upgraded Welcome Card scheme, attracting more visitors by coach and rail and encouraging residents to support the local tourism economy

Keynote speaker - leading travel commentator Simon Calder - highlighted the need to offer specially-themed short breaks to keep visitors coming back to the Peak District & Derbyshire, as well as:

• Exploiting excellent rail links - such as the 'Macclesfield Express' - the area's very own version of the Marrakech Express - which can now bring visitors from London and the South East in just one hour 40 minutes

• Making the most of 'England's Golden Triangle' linking Edale, Bakewell and Buxton, which he believes encompasses 'some of the finest landscapes in the nation'

• Promoting the Seven Wonders of the Peak - a 17th century concept made famous first by philosopher Thomas Hobbes, then poet and writer Charles Cotton, co-author of The Compleat Angler

• Pushing the opportunity to learn skills ranging from caving to windsurfing in superb countryside with expert instruction

• Developing strong links with the media to put the area firmly on the map - particularly in guide books such as the Lonely Planet series

"It was very encouraging to learn that many of the tips that Simon shared with us are already being addressed in our current marketing campaigns, and will continue to be tackled in 2010 as we work to help local businesses tap the further potential of the short breaks trend," said David Thornton.

"Sharing his experience and expertise has shown we are thinking along the right lines in our quest to keep bringing in people to visit and stay in the area throughout the year. 

"Simon also gave us plenty of extra food for thought as we plan other strategies to promote the area's assets as world-class destination - both next year and in the long-term.

"The main aim of our new themed short breaks programme is to give people a reason to return on a regular basis - particularly during quieter times of the year, when attractions and accommodation providers could use an extra boost."

Simon - well-travelled Senior Travel Editor of the Independent - told delegates: "I love Derbyshire and the Peak District - I've been coming here for the past 35 years, ever since I first hitchhiked up here from Crawley to go camping in Edale.

"It was raining, but I thought it was the best place on earth - and still do. Once people have come here, they say they never knew there was so much to see and do. 

"It's a question of how you persuade people from London and the South East - still the richest travel market in London, and probably the world - to come to the Peak District & Derbyshire, rather than heading south to places like Paris for a short break."

Added Simon: "What you need to make them realise that it takes exactly the same time - two and a quarter hours - to travel to the French capital by Eurostar as to travel to Buxton and find yourself among some of the best landscapes in the UK.

"I think people are looking for more than the 'fly and flop' holidays - and this could be one of the great strengths of Derbyshire and the Peak District in the coming years. Whatever you want to learn - from climbing and caving to hang gliding and water sports - you can have a go here.

"And there are plenty of suggestions of how to spend your time in Visit Peak District & Derbyshire's new Visitor Guide 2010. It's hot off the press, and it's packed with ideas and inspiration."