£15.7 million Peak tourism boost

One of Visit Peak District & Derbyshire's high-profile billboards.
One of Visit Peak District & Derbyshire's high-profile billboards.
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Website-generated visits to the Peak District brought £15.7 million into the area’s economy and created or safeguarded 107 tourism-linked jobs over a period of just six months, according to new national research.

More than a third of the spending - around £5.7 million – and all the jobs can be directly traced to tourist board Visit Peak District & Derbyshire’s marketing during the first phase of the VisitEngland-led campaign ‘Growing Tourism Locally’, financed by the Government’s Regional Growth Fund, from September 2012 to March 2013.

The research found 69 per cent of people who visited gopeaks.com during that period had been persuaded to take a short break, holiday or other overnight trip in the Peak District.

Forty-six per cent said it encouraged them to visit more places than originally planned, and 44 per cent said it had persuaded them to visit the Peak District rather than another destination in the UK.

During that period, 91 per cent of website generated visits were taken as holidays, with an average stay of four nights taken by two people. More than half – 57 per cent – spent between £101 and £500 – with most of those (17 per cent) spending between £201 and £300.

“This is very encouraging news, given that we are gearing up to launch the second year of our ‘Growing Tourism Locally’ marketing activity in January 2014,” said David James, Chief Executive at the tourist board.

“It’s clear that online marketing activity is becoming increasingly important in encouraging visitors to come to the Peak District – and it’s particularly satisfying to see that those who are coming here as a result are staying an average of four nights, with most spending several hundred pounds.

“That can only be good news for the area’s economy, helping to create and safeguard more than 100 tourism-linked jobs in the process.”

During the first phase of ‘Growing Tourism Locally’, Visit Peak District & Derbyshire ran a high-profile billboard campaign, gopeaks.com, in Birmingham and Manchester, to inspire residents to go online and book short breaks and holidays.