City unveils new tourism drive to boost economy

2 days ago

Shariqua AhmedPeterborough

Peterborough Cathedral is among the partners on the tourism board, helping to boost the city's economy

Peterborough Cathedral Exterior picture of the historic cathedral with grass laid in front it and a cloudy blue sky. — Peterborough Cathedral is among the partners on the tourism board, helping to boost the city's economy

A new independent tourism board has been established for Peterborough to promote its cultural, historic and natural attractions, and boost its economy.

The board said it would aim to attract more visitors by creating a new visitor hub and film office, and coordinate promotion between different bodies.

Chaired by Labour MP Andrew Pakes, the board has also unveiled the Discover Peterborough website, which showcases what the city has to offer, along with Peterborough's new strapline - "More than you imagine…".

"This is a proud moment for Peterborough and a major step forward in telling a stronger story for our city," Pakes said.

"From our cathedral and heritage landscapes to our arts venues and festivals, we are showing the world that this city is more than you imagine."

Several partners from across the city are on Peterborough's tourism board including Flag Fen, Nene Park Trust, the cathedral and the lido

Peterborough Tourism Board Members of the board standing in a semi-circle around a room with Andrew Pakes in the middle, leaning against a table. — Several partners from across the city are on Peterborough's tourism board including Flag Fen, Nene Park Trust, the cathedral and the lido

The tourism board brings together partners including Flag Fen Archaeology Park, Peterborough Museum and Art Gallery, the cathedral, city council, John Clare Countryside Trust, Nene Park Trust, the city's lido, Film Peterborough and Queensgate shopping centre, to promote a range of voices.

The board will offer support with marketing and data collection and analysis, and help the city attract investment and national recognition.

The Discover Peterborough website has been created by a new team called "This is Peterborough!", which will also oversee a new annual celebration of the city's history and identity.

The board is also exploring options to join the Local Visitor Economy Partnership (LVEP) programme - a national accreditation scheme led by VisitEngland that helps local areas access training, funding and further marketing support.

Cambridgeshire and Peterborough's Conservative mayor, Paul Bristow, previously said the area would benefit from joining this partnership and help it bid for government money.

'National map'

Shabina Qayyum, Labour leader of Peterborough City Council, said: "The formation of our new tourist board and launch of Discover Peterborough website marks a practical step forward in showcasing all we have to offer."

Matthew Bradbury, chief executive of Nene Park Trust which runs Ferry Meadows and other sites, said the board's work would "help people see our city in a new light".

Paul Stainton, head of marketing at Peterborough Cathedral, hopes the city can be put on the national tourism map.

"Tourism is a cornerstone of the city's growth, supporting local businesses and strengthening community pride," he said.

The city's outdoor lido is celebrating nearly 90 years since it opened

The exterior of Peterborough Lido with landscaping in front of it. It is a light green art-deco style building that has a clock tower and arched doorways. — The city's outdoor lido is celebrating nearly 90 years since it opened

Previously, Peterborough Civic Society said it was "extremely disappointed" the local council had not "taken the lead" to promote the city and said its visitor strategy, approved last year, had proved ineffective.

In response, Qayyum said she agreed the authority was "not quite there" with its strategy plans, but said meetings between attractions in the city identified that a new tourism website was a priority.

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