Derbyshire and the Peak District have been promoted to the world at major travel events in Dublin and London to reboot the visitor economy.
Jo Dilley, MD of Visit Peak District & Derbyshire, says: “Increasing international travel to the Peak District and Derbyshire is crucial for the recovery and growth of the visitor economy. Being part of these important face-to-face events helps showcase the area as a world-class destination for both international visitors and key travel trade buyers, inspiring visits from overseas markets which are continuing to build their confidence about returning to the UK again.
“There are lots of potential opportunities for the area to benefit from some big events happening in 2023, with international visitors expected to take a keen interest in both the Eurovision Song Contest in Liverpool and King Charles III’s Coronation, which gives us plenty of reasons to shout about the Peak District and Derbyshire as a must-visit holiday destination.”
Visit Peak District & Derbyshire showcased the destination to an estimated 40,000 visitors at Ireland’s biggest annual travel exhibition, the Holiday World Show, in Dublin and also met key international travel trade representatives at VisitBritain’s Showcase Britain event and the Britain & Ireland Marketplace, both held in London.
While capturing demand from the rise in domestic staycations has been a key part of their recovery marketing efforts, keeping international markets warm has been just as important, and the Holiday World Show was the first large-scale opportunity the organisation has had since the pandemic to promote the Peak District and Derbyshire to overseas visitors and travel trade buyers.
Visitors to the Visit Peak District & Derbyshire stand were given information on the destination’s vibrant tourism offer and had the chance to taste quality local produce with whisky samples from Ambergate-based White Peak Distillery. Visitors also had the opportunity to win tickets to Chatsworth, an iconic cultural attraction for international tourists.
Visit Peak District & Derbyshire’s work to increase international visitor numbers is in line with its key aims to drive visitor spend, boost overnight stays, and extend the tourism season.
Inbound tourism has been identified as a key driver of recovery and economic growth and VisitBritain predicts international visits to the UK will total 35.1 million in 2023 (86% of 2019 levels), with a spend of £29.5 billion (104% of 2019 levels).
