Pictured above: (l-r) David James, Chief Executive of Visit
Peak District & Derbyshire and Andrew Lewer, Leader of
Derbyshire County Council, send out the first copies of the
official tourist board's Visitor Guide 2011 at the Derbyshire
Business Centre in Matlock
The Peak District's pivotal role and unique appeal as a
pathfinder Destination of Distinction as part of a national bid to
boost tourism in the UK is showcased in the official tourist
board's new-look Visitor Guide 2011.
The area's emerging identity as a key magnet for national
tourist board VisitEngland to attract more visitors in the run-up
to the 2012 London Olympics and Paralympics is reflected throughout
Visit Peak District & Derbyshire's glossy 124-page
publication.
Imaginative use of inviting images and informative text - plus
new sections focusing on film tourism, festivals, nightlife and the
lure of the 'great indoors' - are set to bring the Peak District to
life for thousands of prospective visitors at home and abroad.
The new guide - which will have a print run of 200,000 copies -
also heralds the start of a new relationship with Derbyshire County
Council's Business Centre, which has won the contract to distribute
it, fighting off stiff competition from six other bidders. Around
65,000 guides will be despatched between now and the end of March
2011.
"We have decided to go with a completely fresh image to
complement our new partnership with VisitEngland, showing the way
forward to other areas of the country focused on generating more
tourism business for the UK," said David James, Chief Executive at
the tourist board.
"It starts with the dramatic and striking front cover and
continues throughout the guide, capturing the essence of what is
special about the Peak District and surrounding areas and selling
them to both a national and international audience.
"It also strengthens existing partnerships with places like the
Peak District National Park and Derby, as well as celebrating new
links with Cheshire, Sheffield and Staffordshire aimed at
broadening our joint appeal.
"We are delighted that the contract to distribute it has been
won by Derbyshire County Council's Business Centre. As well as
being competitive and customer-focused, the agreement will help to
secure Derbyshire jobs and we hope it will develop into a
mutually-beneficial, long-term relationship."
Added Derbyshire County Council's Leader Andrew Lewer: "I'm
pleased our Business Centre is operating competitively so it could
win the business. This is a great contract to distribute an
excellent publication that is aimed at attracting visitors and
boosting the local tourism economy."
Hard copies of Visit Peak District & Derbyshire's Visitor
Guide 2011 can now be ordered on-line, at
www.visitpeakdistrict.com, or picked up at Tourist Information
Centres in and around the area. Plans are also in the pipeline to
install copies that can be browsed or downloaded from the tourist
board's website.