Campaign boosts tourism in Peak

Income generated by marketing campaigns staged by Visit Peak District and Derbyshire in 2010 shot up by more than a third on the previous year to just over £40 million, according to independent research.

The official tourist board’s Visitor Guide brought in £66 for every pound spent on the campaign – compared to the return of £44 for every pound invested in 2009 – generating more than £36.7 million in direct and indirect income for the area.

Its Elements campaign – expanded to include walking festivals, thematic short breaks, well dressings and gardens and Spookyshire in 2010 – reaped £64 in income for every pound spent on the campaign, a massive rise on the previous year, when £11 was generated for every pound invested. Direct and indirect income totalled almost £5 million.

The evaluation was carried out by Cardiff-based Strategic Marketing on behalf of East Midlands Tourism, the tourism arm of the government-funded East Midlands Development Agency (emda).

It showed that the tourist board’s website, was a key tool in generating interest.

More than two-thirds of those surveyed about both campaigns stayed overnight, rather than just visiting for the day – another important factor in boosting visitor spend.

David Thornton, the tourist board’s Head of Marketing and Deputy Chief Executive, said: “Working together and pooling our resources is the best way forward in boosting the number of visitors.”

Businesses can now buy space in the 2012 Visitor Guide or in its autumn and winter campaigns – for full details visit