Bringing in visitors to see the beauty of the East Midlands is key to boosting our economy
3 min read
I drove to a meeting with a housing association last month in the village of Youlgrave, Derbyshire, and I was once again struck by the incredible natural beauty of my region, the East Midlands.
Youlgrave sits in the Peak District, just outside Bakewell, home of the famous Bakewell pudding, and as you wind through the country roads, a vista appears suddenly; hills, peaks and breathtaking countryside surround you. I am reminded of just how lucky I am to serve as Mayor for this area.
When it comes to UK tourism we are truly spoilt in the East Midlands. From the beauty of the Peak District in Derbyshire, to Sherwood Forest in Nottinghamshire; the heritage of Hardwick Hall, Chatsworth House and Lord Byron’s former home at Newstead Abbey; chocolate-box villages peppered across 2,000 square miles; as well as two buzzing cities in Derby and Nottingham, with a wealth of arts and culture on show, you really can find it all in the East Midlands.
But this isn’t just a ‘nice to have’ – this is a real source of economic growth. The latest data shows that in 2023 there were around 77 million visitors to the East Midlands, contributing £5.27 billion to the economy and supporting 52,000 jobs. Being in the heart of the country with good connectivity – around 90% of tourists are day visitors – as people escape the big busy cities to have a day out with friends, family or just reconnect with nature.
One of my priorities as Mayor of the East Midlands is to grow our tourism industry as I see so much potential in the visitor economy. I don’t want ‘hidden gems’ – I want the region, the country, and the world to know what we have here, and for people across the globe to put ‘Visit East Midlands’ on their bucket list! That might sound ambitious, but that’s what we have to be to achieve our potential by focusing, relentlessly, on our strengths and drivers of economic growth.
For instance, by improving the ‘overnight offer’, with more accommodation and better deals for tourists, we would see a dramatic impact – just a 5% shift to overnight stays would generate an additional £1.1bn to the economy.
But it’s also about the improvements we can make to those that live here. As Mayor, I’ve been working with numerous organisations, as well as appointing my own Sustainable Travel Ambassador (former MP Alan Simpson), to transform the opportunities for walking and cycling across Derbyshire and Nottinghamshire. Called ‘The Loop’, the project on completion will see over 150 miles of joined up walking routes across the two counties, opening up the countryside and canal paths for all to enjoy. This is good for the health of the people I serve, both mental and physical, as well as providing cost-effective days out and supporting our small businesses in the towns and villages that comprise most of my region.
My goal is to make the East Midlands a destination for domestic and international tourism that rivals the Cotswolds or the Cornish coast. As I’ve hopefully described, we have all the assets already in place for an idyllic holiday – and it will be my job to form a cohesive strategy to propel the industry into new heights. Happily, a lot of that work aligns with my other responsibilities as Mayor – to improve public transport links, to support our high streets and hospitality industry, to make sure we have the homes where we need them to keep our villages thriving.
I am excited by the challenge ahead and I encourage you all to book your next break in the East Midlands and find out first-hand why I believe this is the best region to live, to learn, and to visit.
Claire Ward, Mayor of the East Midlands
