Major marketing campaign launched to boost tourism sector

The East Midlands Combined County Authority has launched a major new marketing campaign designed to boost tourism in the region.

The Centre of it All campaign, backed by Visit Derby, Visit Peak District & Derbyshire and Visit Nottinghamshire, aims to encourage visitors from London, the South-East and across the UK to explore the region’s culture, sport, landscapes and hospitality.

It promotes the East Midlands 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.

Mayor of the East Midlands, Claire Ward said: “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.”

Stella Birks, visitor economy development manager at Visit Derby, said: “Visit Derby is delighted to be part of the ‘Centre of it All’ campaign, which will raise awareness of some of the fabulous businesses in the city that contribute to a rich and diverse visitor economy experience.

“Derby is a city that has been quietly, yet consistently, changing the world for hundreds of years. Our award-winning museums, attractions and venues offer a huge opportunity to draw visitors from London to discover our pioneering stories.”

Last month, Derby was named as one of the best places to visit in the UK in 2026 by the influential events and culture magazine Time Out.

The city was included in its ‘14 best places to visit in the UK in 2026’, compiled by Time Out writers and editors.

The list features ‘the greatest cities, towns and streets to explore in Britain this year’.

Derby’s write-up highlights the new Joseph Wright exhibition – Wright of Derby: From the Shadows.

Currently being staged at London’s National Gallery, this major exhibition of Wright’s candlelight paintings will move to Derby in June.

Derby’s ‘Year of Wright’ is the cover story of the current edition of Marketing Derby’s Innovate Magazine. To read the feature, click here.

Wright also provided the focus for a keynote speech delivered by Tony Butler OBE, executive director at Derby Museums, at last week’s Annual Business Event on the importance of culture to the local economy.

More than eight million visitors come to Derby every year, contributing £365 million to the city’s economy.

With a £2 billion regeneration development under way, Derby is investing in new office, retail and leisure schemes to improve the city’s appeal even more.

In the Peak District, tourism already contributes £2.9 billion to the local economy and supports almost 30,000 jobs, yet significant untapped potential remains.

Jo Dilley, managing director of Visit Peak District & Derbyshire, 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.”