Pictured above: David James
Marketing campaigns by Visit Peak District & Derbyshire to
promote the area as a world-class tourism destination have
generated more than £13 million for the region's economy.
The official tourist board's impressive achievement accounts for
almost half the total return brought into the East Midlands through
tourism investment made by regional development agency emda in
2008/9.
Independent research carried out for East Midlands Tourism (EMT)
- emda's tourism arm - has revealed that Visit Peak District &
Derbyshire's 2008/9 Time to Escape campaign sparked the lion's
share of the £28 million spent following regional marketing
initiatives.
The news means that, for every pound invested by emda in Time to
Escape, £46 was spent - the highest return on investment for
any marketing campaign in the region.
"These impressive figures can leave no-one in doubt just how
crucial tourism is to both the local and regional economy," said
David James, Chief Executive at the tourist board.
"At a time when there is potentially less money available to
develop and sustain tourism, it's vital that cash continues to be
invested in areas like the Peak District & Derbyshire, where
the biggest returns are achieved.
"High-performing Time to Escape demonstrates what great value
for money we offer in supporting the UK's tourism industry, despite
these economically-challenging times.
"And, with the launch of our new industry membership scheme, we
look forward to sharing future returns on investment with as many
of our tourism businesses as possible."