Plans to develop Derby’s visitor economy

Published: 5 February 2020

Derby at night

A five-year plan to develop and enhance Derby’s reputation as a visitor destination will be considered at the City Council’s Cabinet meeting on Wednesday 12th February.

Derby currently attracts more than eight million visitors a year who contribute £426 million towards the local economy, with more than 5,000 people employed in the city’s tourism sector.

The new Destination Management Plan (DMP) looks to further develop the city’s potential, looking at who already visits the city and why, and how this could be broadened and increased. A steering group led by VisitDerby, Derby City Council’s tourism arm, together with representatives from businesses within the industry, will advise on delivering the plan.

Its objectives include supporting new product development that will reach new audiences and enhance the visitor experience; make sure the visitor economy has a voice in informing the planning and development of the city, and communicating a clear identity for Derby.

Currently, most hotel accommodation in the city falls within the budget brand sector, with an opportunity to invest in the four- to five-star independent, boutique sector.  The DMP supports working with stakeholders, to understand accommodation supply and demand as well as the potential for development.

Most stays in the city during the week are business-related, with plans to develop this further and increase awareness of the city as a conference destination, using a variety of new and existing buildings.

The plan says weekend demand could be developed by building on Derby’s closeness to nationally-known attractions such as Chatsworth; having a regular calendar of quality events, and raising awareness of city attractions such as the new Museum of Making, which re-opens at the Silk Mill in September.

Councillor Robin Wood, Cabinet Member for Culture, Leisure and Tourism, said:

Effectively developing the city’s potential as a visitor destination has benefits for everyone. Not only will it help to create a thriving visitor economy providing sustainable jobs, it will also help improve the city’s reputation as a destination, building pride and a sense of ownership for residents. Derby has a huge amount to offer visitors, whether they’re coming for business, culture or leisure, and we welcome the opportunity to build on existing relationships in the city and work with our fellow stakeholders to develop its potential.

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