Destination Staffordshire has welcomed VisitEngland's decision to promote the Peak District as a key attraction to the overseas and UK domestic market, alongside other popular destinations, including the Lake District and Cotswolds.

The announcement was made today by David James, CEO for Visit Peak District & Derbyshire and VisitEngland's CEO , James Berresford. They confirmed in addition to Destination Staffordshire, both Cheshire and Sheffield's tourism organisations will also be joining the partnership to create a new united marketing approach for this major tourist area which has significant impact on all these areas' visitor economies.

The new joined-up way of working comes in response to the coalition Government's proposal for the creation of LEPs to replace regional development agencies. Councillor Mike Lawrence, Cabinet Member for Economy, Skills and Enterprise at Staffordshire County Council believes it is vital to ensuring the ongoing success of the Peak District.

"The promotion of the Peak District as one of England's leading destinations is a great opportunity for tourism businesses in Staffordshire. The tourist pound in the Staffordshire Moorlands is worth more than £145 million to the visitor economy, with three million people visiting the area every year.

"The investment by Destination Staffordshire into the new partnership will ensure we continue to bring a significant number of visitors and spend to the Staffordshire Moorlands, together with the wider county, to build on the ever-growing tourism sector in these areas.

"This, along with the proposed development of a new Local Enterprise Partnership for Stoke-on-Trent and Staffordshire, is a natural development in our partnership arrangements. We believe we can achieve significant efficiency gains and increased impact by supporting improved coordination of public and private investment and ensure continued growth in the local economy."