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Tourism and regeneration – a regional view. Ruth Hyde, tourism director East Midlands Tourism EUTO Conference, 22 nd September 2008. Regional Overview. East Midlands Development Agency (emda) - one of 9 regional development agencies - launched East Midlands Tourism (EMT) in 2004

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Tourism and regeneration – a regional view

Ruth Hyde, tourism director

East Midlands Tourism

EUTO Conference, 22nd September 2008

regional overview
Regional Overview
  • East Midlands Development Agency (emda) - one of 9 regional development agencies - launched East Midlands Tourism (EMT) in 2004
  • East Midlands is the 4th largest region
  • in England
  • Tourism worth £5.9 billion, supports
  • 100,000 jobs and attracts144 million visitors to the region (2007)
  • EMT works with 5 county based destination management partners (DMPs)
emt s strategic priorities 2008 11
EMT’s Strategic Priorities 2008-11

1) Increase the number of visitors to the region and their expenditure

2) Improve the competitiveness, productivity and quality of the region’s offer

3) Plan and facilitate investment to reinvigorate the region’s tourism offer

roles responsibilities
Roles & responsibilities

EMT responsible for managing:

Inbound marketing activity

Skills agenda

Quality programme

Investment activity

5 DMPs responsible for delivering:

Domestic marketing

Business support

Delivering quality programme

tourism a regeneration catalyst
Tourism – a regeneration catalyst

How tourism supports regeneration:

Job creation

Development of new attractions / accommodation

Transport infrastructure

Public realm & place making

Supporting existing business

Development of wider tourism offer

Skills development

tourism a catalyst for change
Tourism - a catalyst for change

The VICE model:

V – Visitor

I – Industry

C – Community

E – Environment

tourism a regeneration catalyst1
Tourism - a regeneration catalyst

Regeneration based tourism projects in the East Midlands include:

Attenborough nature reserve – former quarry

Conkers & YHA – former coalfield sites

Ashby Canal – former waterway for coal industry

National Forest – former coalfield area

Derwent Valley Mills World Heritage Site – former silk and cotton mills

case study national forest
Case Study - National Forest

One of the boldest environmental projects in the UK

Aim to develop large scale multi-purpose forest blending commercial forestry with environmental and public benefit

Transforming former derelict Midlands Coalfield site

Development involves landowners, businesses, public, private and voluntary organisations

Addresses social, economic, educational & environmental objectives

case study national forest1
Case Study - National Forest

One of the few newly developing visitor destinations is the UK

Target of 5.8m visitors by 2014, 10% overnight stays

emda’s investment includes, Youth Hostel, Conkers Visitor Centre, developing visitor facilities, skills/ training, interpretation, various projects to enhance the green infrastructure, marketing

conkers in the heart of the forest
Conkers – in the heart of the forest

A recreation and education resource dressed up as a visitor attraction

Vision – to create an iconic

attraction on the site of an old

colliery in an area of significant dereliction

A hands on experience offering

a unique mix of indoor & outdoor


Pioneered by a partnership of

businesses, the public sector and

the community

£16 million investment funded by

various partners


Aims to raise public awareness about climate change and environmental issues

120 acre site with 4 indoor discover zones & 23 different outdoor activities

Educational programme that

ties in with the national curriculum

Corporate / event facilities

Disability access

On-going programmes of events & activities supported by local businesses

national forest a catalyst for regeneration
National Forest – a catalyst for regeneration?

£62m investment in woodland creation & forest relate projects

7m trees planted

40 new sport & recreation facilities

Participation by 130,000 people

250 jobs created or safeguarded

20 new attractions