Mayor sets out £4.8m boost for East Midlands tourism and investment
East Midlands Mayor Claire Ward has unveiled plans for the new Visit East Midlands and Invest East Midlands programmes to strengthen the region’s profile and drive growth.
The initiatives will spotlight the East Midlands as both a leading UK visitor destination and a prime investment region, and were signed off by the East Midlands Combined County Authority (EMCCA) Board on the 24th November. EMCCA will provide £4.8 million in baseline funding over the next two years to strengthen the visitor economy, support local businesses, and attract new investment into Derbyshire and Nottinghamshire.
The move supports the newly published East Midlands Growth Plan and is expected to help EMCCA leverage further Government and private sector contributions as it works towards its £13 billion growth ambition.
A unified approach to promotion and growth
A new Visit East Midlands partnership will be formed to promote the region’s attractions, develop new experiences, build a clear identity for the area and deliver coordinated campaigns to encourage more visitors from the UK and internationally.
Running alongside it, Invest East Midlands will work with partners to attract new businesses and investment, creating jobs and supporting economic growth.
Mayor Claire Ward said: “Visit East Midlands was something I promised to deliver when I was elected, because working together as one region is how we put the East Midlands back on the map. We won’t grow if we don’t work together to achieve it – and this moment is a key milestone in defining how that collaborative work will look when it comes to attracting visitors and boosting investment.
“The investment we are making to set this in motion puts in place the building blocks to power our regional economy and will be the foundation for future investment. We will work hard to ensure this investment pays off.”
Strengthening regional identity
The decision follows a review into how economic development functions,including visitor economy, business support and inward investment, are currently organised across the region. With the UK Shared Prosperity Fund due to end in March, the review highlighted the need for improved coordination and a clearer regional identity and brand.
In response, EMCCA will invest in three major programmes:
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Invest East Midlands – Driving regional effort through working with partners such as Marketing Nottingham and Nottinghamshire, Marketing Derby, Destination Chesterfield and Freeport to bring in new investment and support business growth.
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Visit East Midlands – Promoting the region, working with partners such as Visit Peak District and Derbyshire and Marketing Nottingham and Nottinghamshire to grow the visitor economy and develop new visitor experiences and campaigns.
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East Midlands Growth Hub – Providing support and advice to help local businesses start and grow, delivered in partnership with universities and the private sector.
Detailed plans for each programme will now be developed with regional investment and visitor economy partners, councils, businesses and national organisations.
Mayor Claire Ward continued: “I will continue fighting for more investment to come into this region so we can deliver real change. This new approach will ensure the East Midlands gets the attention, recognition and money it needs to help me do that.”
Chair of EMCCA’s Business Advisory Board, David Williams, said: “I welcome the Mayor’s decisive action to use EMCCA funds to invest in the future of the East Midlands. In a time where funding is challenging, this commitment will enable us to strengthen our regional economy, enhance our visitor offer and create the conditions for sustainable business growth, driving prosperity for communities and businesses alike, strengthening the positioning of the East Midlands as a leading destination for investment and tourism.”
