Action to encourage a greater number of tourists to visit attractions in Peterborough has been stepped up.

A county-wide tourism partnership has just secured national recognition in a move that will bring more government support to the ongoing drive to entice a greater number of visitors to Peterborough and the rest of Cambridgeshire.

Cambridgeshire and Peterborough has been awarded Local Visitor Economy Partnership (LVEP) status by VisitEngland following a bid led by the Cambridgeshire and Peterborough Combined Authority and supported by eight partners across the region.

The new super-charged initiative will focus on unlocking more growth in the tourism sector that already contributes £2 billion annually to then county economy and supports around 40,000 jobs.

Peterborough Cathedral - one of the leading attractions in Peterborough and Cambridgeshire

placeholder image — Peterborough Cathedral - one of the leading attractions in Peterborough and Cambridgeshire

The action is seen as playing a vital role in the work of the Cambridgeshire and Peterborough Combined Authority’s pledge to triple the size of the region’s economy.

The bid to VisitEngland brought together destination management organisations, local authorities, businesses, cultural organisations and tourism partners in a joint approach designed to give the region a stronger, unified voice and a clearer plan for growth through the visitor economy.

The grant of the LVEP status is recognition of an area with ambition and capability to grow their visitor economy.

It gives the area direct engagement with government, including working with the Department for Culture, Media & Sport to help shape policy and the emerging national strategy for Visitor Economy growth which will explore pan-regional LVEP delivery at a larger scale.

Mayor of Cambridgeshire and Peterborough, Paul Bristow, who will chair the new LVEP Board which is still in development, said: “This is what happens when a region works together with purpose.

"This isn't a paper exercise, we are building a new partnership that reflects how the visitor economy actually works.

"Our local visitor economy isn’t just about attracting tourists to visit and stay in Cambridgeshire and Peterborough.

"It’s about jobs, transport, culture and showcasing our region to business visitors and key investors.

"It already matters to 40,000 people employed in the tourism and hospitality sectors in our region, and it can matter to many more.

"This new partnership will enable us to speak with one voice to government and to investors.

"If we’re serious about economic growth, the visitor economy must be part of that story, and this is an important practical step towards making it happen.”

A spokesperson said that it was expected that future growth would be supported by improved international connectivity, including the planned expansion of Stansted Airport.

VisitEngland Director Andrew Stokes said: “The Local Visitor Economy Partnership (LVEP) programme is transforming the visitor economy landscape in England, supporting its growth in a more inclusive, accessible and regenerative way, and I am delighted to welcome the Cambridgeshire and Peterborough LVEP.

“Working together, the LVEPs are simplifying our tourism landscape, ensuring England continues to be a compelling destination for both domestic and international visitors. 

"The Cambridgeshire and Peterborough LVEP worked closely with VisitEngland to progress their application and our team will provide ongoing support, including a dedicated regional lead.”