Plans to boost tourism and attract investment given green light

The East Midlands Combined County Authority has agreed measures designed to boost the region’s tourism industry and attract more inward investment.

At a meeting of its board yesterday, EMCCA approved the creation of two new programmes – Visit East Midlands and Invest East Midlands – which aim to raise the region’s profile and put it firmly on the map as a leading UK destination and investment region.

It will see EMCCA invest baseline funding of £4.8 million over the next two years to help the region attract more visitors, support local businesses and draw new investment to Derbyshire and Nottinghamshire.

The investment supports the newly published East Midlands Growth Plan and will help EMCCA leverage further government and private sector investment, to deliver against its £13 billion growth ambition.

Visit East Midlands is a new partnership created to promote the region’s attractions, develop new ones, build a clear identity for the area and run campaigns which encourage more people to visit.

Mayor of the East Midlands, 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.”

Invest East Midlands will focus on working with partners, including Marketing Derby, to attract new businesses and investment, creating jobs and supporting economic growth.

John Forkin, managing director at Marketing Derby, said: “We welcome regional and local partner collaboration working to deliver our shared growth ambitions – and are grateful for this backing from EMCCA.

“We are looking forward to working with them and other partners to build our capability across the East Midlands to deliver inclusive, economic growth.”

David Williams, chair of EMCCA’s business advisory board, and chair of law firm Geldards, 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.”