Pictured above: VisitEngland Chief Executive James
Berresford (second from left) and Visit Peak District &
Derbyshire's Chief Executive David James (second from right)
celebrate the Peak District as a 'Destination of Distinction', just
91 minutes by train from London to Derby, alongside one of London's
top tourist landmarks, Big Ben. Also pictured are David Thornton,
the tourist board's Head of Marketing and Deputy Chief Executive
(left) and Alex Mawer, Head of Marketing at VisitEngland
National tourist board VisitEngland is backing the Peak
District's bid to be a world-class destination at the heart of
campaigns promoting the country's unique assets at home and
abroad.
VisitEngland's Chief Executive James Berresford has revealed
that the area has been selected as a pilot 'Destination of
Distinction' to make the most of the international spotlight and
showcase the cream of England's special qualities before, during
and after the 2012 Olympic and Paralympic Games.
The news follows months of hard work by official tourist board
Visit Peak District & Derbyshire to forge a new tourism
destination coalition between Derbyshire, Cheshire, Staffordshire
and Yorkshire and reshape the area as a world-ranking
destination.
"Visit Peak District & Derbyshire's compelling case -
bringing together major attractions surrounding, as well as inside
the area - has convinced us that the Peak District should play a
key role in promoting England on both the national and
international stage," said James Berresford.
"We believe it has all the attributes needed - including a
central, accessible location, superb landscapes and a rich history
and heritage - to be an exemplary Destination of Distinction,
representing England's unique appeal to visitors from all over the
world in a positive way.
"And we hope that this potential will not only bring economic
benefits in the lead up to the Olympic Games, but will also leave a
lasting legacy in years to come - putting England much higher in
the international tourism income league table."
Added David James, Chief Executive of Visit Peak District &
Derbyshire: "We are obviously delighted to receive this news, which
signals a welcome sea change in the way that tourism is going to be
marketed, following Prime Minister David Cameron's recent
speech.
"Mr. Cameron indicated that tourism is fundamental to the
rebuilding and rebalancing of our economy, driving new growth in
our regions, and that he wants Britain to be one of the top five
destinations in the world.
"This shift in approach represents a new emphasis on
consumer-oriented destinations, with less stress on geographical
boundaries, giving much more scope to generate new tourism business
from across the globe.
"We believe it will be a much more efficient way of marketing
tourism in the future, avoiding duplication and creating a
cohesive, coherent strategy that will help to stimulate economic
recovery - nationally, regionally and locally.
"And the Peak District is uniquely placed to capitalise on the
opportunities that will open up before, during and after the 2012
Olympic Games. Derby is just 91 minutes by train from London St
Pancras with East Midlands Trains, and the Derby to Matlock branch
line has just been named as one of the top ten most popular rural
rail routes in the country, with a 42 per cent rise in passenger
numbers from 2008/9 to 2009/10."
VisitEngland's announcement follows hot on the heels of recent
news that marketing campaigns by Visit Peak District &
Derbyshire in 2008/9 generated more than £13 million for the
region's economy - almost half the total return brought into the
East Midlands through tourism investment made by regional
development agency emda.
And independent research by Scarborough Tourism Economic
Activity Monitor (STEAM) showed that tourists spent more than
£1.46 billion in Derbyshire in 2009 - an increase of three
per cent on the previous year, and that tourism supported more than
25,000 jobs - almost half of all new tourism jobs generated in the
region last year.
Visit England's pilot 'Destinations of Distinction' initiative
will swing into action this winter.