Pictured above: Putting the Peak District's new electric bicycles to the test are (l-r) David James, Chief Executive of Visit Peak District & Derbyshire; Sarah Barratt, Managing Director of Carsington Sports and Leisure Ltd, which will manage servicing, repairs and extra bicycles to cope with peaks in demand; David Thornton, the tourist board's Head of Marketing and Deputy Chief Executive; James Berresford, Chief Executive of VisitEngland; Andrew Pugh, Chairman of Visit Peak District & Derbyshire and Keith Jackson, Chairman of the Camping and Caravanning Club

Super league status beckons for the Peak District following news that it is one of just four areas poised to work closely with national tourist board VisitEngland as 'attract brands' to persuade more people to holiday at home.

James Berresford, Chief Executive of VisitEngland, revealed more details of its key role as a top-flight 'destination of distinction' over the coming year at Visit Peak District & Derbyshire's 2011 Tourism Conference on Thursday 31st March.

Likening England's leading tourism destinations to a bowl of 'lovely pieces of fruit', he described the Peak District as a 'plum' that would be used to tempt tourists to go on to sample other areas of the country, rather than spend their hard-earned cash abroad.

"My job is to work with your destination to drive business down to the Peak District," he told around 240 delegates in Buxton's showpiece Pavilion Arts Centre. "Yours is to focus on marketing campaigns, customer care and all the other attributes that makes this a destination of distinction.

"My role, and yours, is to keep people holidaying at home during the year of the London Olympics in 2012. Not only do we have a fantastic opportunity to showcase our product to the world, we have got to persuade our fellow Brits to stay here throughout the year."

James admitted the task wouldn't be easy, given current spending cuts at national, regional and local level, but said the Prime Minister's recent speech and the coalition's new approach to tourism as a cross-Government policy was a welcome sign that it recognised the industry's importance to the country's economy.

Tourism, he said, generated a massive £115 billion of annual income for Britain - £97 billion of that in England - adding that VisitEngland was imminently awaiting news of a bid for £22 million from the Government's new Regional Growth Fund to realise its bold ambitions.

Both James and Joss Croft, Project Director, VisitBritain (VB), outlined how both organisations would be working directly with area tourist boards like Visit Peak District & Derbyshire following the demise of the Regional Development Agencies.

Joss highlighted the ways in which tourism businesses can use the Olympics as a springboard to a more prosperous future as part of VB's £100 million marketing campaign, Britain You're Invited.

David James, Chief Executive of Visit Peak District & Derbyshire told the conference that the area was holding its own in a fiercely competitive marketplace, and thanked local councils for continuing to invest in the official tourist board, despite difficult financial times.

"We can provide the focal point, the one voice of leadership for tourism in our destination," he said. "We will work tirelessly to promote it, but we need you and your commitment to offer outstanding value and exceptional customer care.

"Quality is the key to long-term success. We can do the marketing, but without quality behind it, it is meaningless. We have a world class destination, and you can add world class service."

David Thornton, the tourist board's Head of Marketing, highlighted the tourist board's campaign plans for the coming year, including:

• Mosaic Marketing - and the need for the tourist board and local tourism businesses to work together to be 'greater than the sum of our parts' to maximise the marketing opportunities offered by VisitEngland and VisitBritain

• An 'attract brand' marketing panel, headed by Sally Hogg, Head of Marketing at Chatsworth, with members from the private sector, to encourage economic growth while preserving the area's special qualities

• High profile in national and international campaigns on VisitEngland's new website to maximise the area's leading role as a destination of distinction

• Working with VisitBritain to optimise the Peak District and Derbyshire's profile in key overseas markets

• Continuing to publish hard copies of the tourist board's highly successful annual Visitor Guide, which, during the first 12 weeks of 2011, was sent out to 80,000 applicants - a 25 per cent increase on 2010

• Launching a new-look Visit Peak District & Derbyshire website this spring, with fewer pages, moving images, social networking and an intuitive library of publications that can be browsed, downloaded and ordered on-line

• Launching the Active Peak initiative using a mobile phone app, QR technology and an advertising campaign to put visitors in instant touch with the wide range of outdoor activities that are available when they are out and about in the area

• Developing a viral video marketing campaign that will be launched on July 23, 365 days before the start of the 2012 London Olympics, to ensure that everyone in tourism in the Peak District & Derbyshire speaks with one voice and one message to bring tourists here, from both home and abroad

Another highlight was the launch of electric bikes as the Peak District becomes the first area in the UK to host a pioneering new project promoting subtly-assisted cycling on the Tissington, High Peak and Monsal Trails.

Simon McGrath of main conference sponsor The Camping and Caravanning Club gave an overview of the Club's current and future activities, and the area's Camping & Caravanning Guide 2011 - jointly produced by the Club and the tourist board - was hot off the press on the day.

Web expert Susan Hallam shared her user-friendly tips on how to use social networking to boost sales and add value to any business, while keynote speaker, writer and broadcaster Stuart Maconie, gave a lively and entertaining insight into his experiences of travelling in and around the Peak District.

"Initial feedback from delegates suggests they found the both informative and interesting, with its focus on the importance of tourism locally, nationally and internationally and featuring a variety of topical issues and knowledgeable speakers," said David James.

"Times are certainly changing - with budget cuts for local authorities, VisitEngland and VisitBritain; Regional Development Agencies disappearing and price rises affecting visitors' spending power.

"But alongside these challenges, we have a number of real opportunities - and we hope that our pathfinder role as a destination of distinction with VisitEngland, closer links with Visit Britain, national events such as the Olympics and the Queen's Golden Jubilee next year, plus our marketing plans to drive more business to our area, will help tourism businesses to exploit their potential to the full."