Driving growth across the East Midlands

The East Midlands’ visitor economy plays a major role in driving economic growth, supporting jobs and attracting investment across the region.

The Mayor of the East Midlands is committed to growing this sector as part of the region’s ‘Vision for Growth’ with plans to boost the visitor economy by adding around £1 billion in value.

Through its Vision for Growth, the East Midlands Combined County Authority is working with partners across the region to unlock even greater potential from the sector. Plans aim to grow the visitor economy by £1 billion over the next decade, creating around, thousands of new jobs and strengthening the region’s appeal to visitors, businesses and investors.

From vibrant cities and historic market towns to stunning countryside and world-class heritage, the East Midlands has a diverse visitor offer that attracts millions of people every year. Increasing the number of overnight stays and encouraging visitors to spend more during their visits will help boost local businesses, support high streets and create opportunities for communities across the region.

Supporting this ambition is the ‘At the Centre of it all’ campaign, which highlights the East Midlands’ culture, landscapes, sport and hospitality while encouraging  visitors from across the UK to discover the region and boost local economies through increased visitor spending.

By promoting the region as a great place to visit, live, work and invest, the East Midlands is positioning itself as a destination that delivers both unforgettable experiences for visitors and long-term economic growth for local communities.