A joint bid for a Local Visitor Economy Partnership (LVEP) for Northamptonshire has been approved by VisitEngland, paving the way for a more co-ordinated and strategic approach to promoting the tourism sector.
Local Visitor Economy Partnerships have been introduced as part of the government’s response to an independent review of how the nation’s visitor economy is co-ordinated and promoted and will have the potential to draw in additional support and funding from Westminster.
This new national portfolio of LVEPs will work in collaboration locally, regionally and nationally on shared priorities and targets to support and grow the visitor economy.
As well as achieving a nationally recognised official status, LVEPs will provide strong leadership and management of their destinations. Working collaboratively with the public and private sector, they will help to shape and deliver national strategy and activities to promote sustainable growth.
The new partnership for Northamptonshire, which has been approved by a panel involving VisitEngland and the Department for Culture, Media and Sport, will ensure that the greatest benefits are achieved for Northamptonshire’s visitor economy.
As an LVEP, the Discover Northamptonshire partnership will have access to resources and guidance from VisitEngland on product distribution, business support and the opportunity to bid for funding and marketing.
As part of the LVEP’s marketing, local activity is already being aligned with Visit Britain’s national ‘Starring GREAT Britain’ campaign alongside the opportunity to tap into wider campaigns across the country in the future.
An important strand of support will be highlighting available government funding streams as well as developing and providing a ‘toolkit’ to help the LVEP with bids to those streams.
Cllr Helen Howell, North Northamptonshire Council’s Deputy Leader and Executive Member for Sport, Leisure, Culture and Tourism, said: “We are so excited to have achieved our LVEP accreditation – this is a massive milestone and opens up so many doors to boosting tourism in Northamptonshire.
“The co-ordinated approach over the past 3 years, involving both councils and partners from across the tourism sector in Northamptonshire, will help us to realise the full potential of the visitor economy.
“Our amazing range of independent and small businesses within the tourism and hospitality sector provide unique experiences for visitors, along with a huge range of flexible and interesting careers for people working in the industry.
“Now its time to harness the unique nature of Northamptonshire and as the accountable body, we’ll be working closely with West Northamptonshire Council and the LVEP Board to develop a Growth Plan for the area to help deliver our ambitious plans.
“We are in a really strong position given the recent adoption of the Northamptonshire Tourism Strategy, we have a team in place and are already hitting the ground running with our partners, we are also excited to be showcasing Northamptonshire as a must see destination for group travel, just one of the target markets, at the British Tourism and Travel Show on 19 and 20 March. We are also developing a business support package, with events and activities planned for English Tourism Week again in March.
“I am delighted that the collaboration between North and West Northamptonshire Councils along with our sector partners has achieved this accreditation, huge thanks to both sets of officers for their support and hard work, we have a long way to go but with everyone pushing in the same direction we can put Northamptonshire firmly on the map.”
Cllr Daniel Lister, Cabinet Member for Local Economy, Culture, and Leisure at West Northamptonshire Council, said: “Securing the LVEP accreditation is a game-changer for Northamptonshire’s tourism sector. This recognition will not only enhance our strategic approach to promoting the area but also unlock new opportunities for funding and support from the government.
“With tourism contributing over £1 billion annually and supporting more than 30,000 jobs, this partnership allows us to harness the full potential of our vibrant visitor economy and put Northamptonshire on the map as a must visit destination.
“We look forward to collaborating with local businesses and stakeholders to showcase Northamptonshire’s unique attractions and drive sustainable growth in the sector.”
Richard Clinton, Chair of Discover Northamptonshire Local Visitor Economy Partnership, said: “Northamptonshire has a unique opportunity to elevate its visitor economy, attracting new investment, creating jobs, and showcasing the rich experiences our county has to offer.
“There is no better year to achieve this status than the year in which the Northamptonshire hosts the Women’s Rugby World Cup, celebrates 75 years of Formula 1 all alongside a cultural programme remembering the anniversary of the Great Fire of Northampton.
“Securing LVEP accreditation is a significant achievement, made possible by the dedication and collaboration of North Northamptonshire Council, West Northamptonshire Council and all our partners across the public and private sectors.
“While challenges remain, this partnership brings a coordinated, strategic approach that will unlock new funding and support, allowing us to compete on a national stage. By working together, we can ensure Northamptonshire is firmly on the map as a must-visit destination.”
