East Midlands at centre of major new tourism campaign
Open, welcoming and at the Centre of it All – that is the message our town is sharing as part of a new regional campaign showcasing the East Midlands.
The East Midlands Combined County Authority (EMCCA) has launched a new marketing campaign,’At the Centre of it All’, celebrating the strengths of Derbyshire and Nottinghamshire and positioning the region at the heart of the country.
For Chesterfield, the campaign reinforces the town’s unique appeal: a place that offers space to breathe, time to connect and the balance many people are now actively seeking. With a strong local economy, easy access to major cities and the Peak District on our doorstep, Chesterfield combines opportunity with quality of life.
The campaign is designed to showcase the very best of Derbyshire and Nottinghamshire, encouraging visitors, businesses and residents from London, the South East and across the UK to explore the region’s culture, sport, landscapes, and hospitality.
Mayor of the East Midlands, Claire Ward, said:
“The visitor economy is one of my key priorities, because every place in the East Midlands has something to share with the world – and because we are at the Centre of it All, we are just a short journey away for most people in the UK.”
“This campaign is about working together to proudly showcase everything that makes the East Midlands special. From vibrant cities to wide-open landscapes, world-class sport to rich culture and warm hospitality, our region has so much to offer.”
Delivered in partnership with tourism organisations Visit Nottinghamshire, Visit Derby and Visit Peak District & Derbyshire, the campaign brings their work together under one clear message: the East Midlands is open, welcoming, and full of unforgettable experiences.
Launching this week, the double-headed campaign will promote the region as an easily accessible short-break destination in a bid to drive overnight stays, encourage visitors to explore more deeply and boost the regional visitor economy, supporting the region’s £1 billion tourism growth ambitions.
The ‘At the Centre of it All’ campaign will target London and the South East, positioning the Peak District and Derbyshire as a relaxing getaway, with Derby less than two hours from the capital by train.
‘At the Centre of the Action’ will highlight Nottinghamshire’s colour, culture and world-class sport, encouraging eventgoers and culture seekers living up to two hours away to stay longer, return more often and discover more of the county’s unique offer.
Mayor Claire said:
“We want visitors from London and beyond to discover the experiences, people and places that make Derbyshire and Nottinghamshire such unique destinations.”
The Peak District tourism already contributes £2.9bn to the local economy and supports almost 30,000 jobs, yet significant untapped potential remains.
Jo Dilley, Visit Peak District & Derbyshire managing director, said: “The launch of ‘Centre of it All’ is a major step forward for the Peak District and Derbyshire and the wider East Midlands visitor economy. Tourism is a powerful driver of growth, and this campaign shows the impact of working collaboratively to raise the region’s profile.
“With the support of the EMCCA, and in partnership with Visit Nottinghamshire and Visit Derby, we’ve created a campaign that showcases the East Midlands as an accessible and compelling destination for overnight breaks.
“With London just a short journey away, ‘Centre of it All’ encourages visitors to stay longer, explore more and spend locally – supporting tourism businesses and delivering sustainable growth for communities across the region.”
To discover places to visit and stay in Chesterfield, visit: www.chesterfield.co.uk/visiting
