Visitors and locals alike now have an even greater opportunity to have fun and get fit in the Peak District, thanks to a new campaign launched to mark the first-ever English Tourism Week.

Active Peak – brainchild of official tourist board Visit Peak District & Derbyshire, working in partnership with the Peak District National Park Authority – aims to inspire people of all ages and abilities to make the most of the huge range of outdoor and indoor activities on offer all year round.

The campaign – mainly on-line but also including a major media campaign with national tourist board VisitEngland after the London Olympics 2012 – features everything from popular pursuits such as walking and cycling to creative pastimes like dry stone walling and woodcrafts.

And the tourist board unveiled it during VisitEngland’s English Tourism Week (March 10 to 18) to remind people why the Peak District is such a national and international gem during what promises to be a milestone year for domestic tourism.

“We’re right at the heart of the UK, and over the years have built a well-deserved reputation as England’s most accessible outdoor destination,” said David James, Chief Executive of Visit Peak District & Derbyshire.

“People from all over the world flock here to enjoy the great outdoors – tackling the challenge of bracing moorland walks, tough upland cycling and exhilarating climbing, rock scrambling and abseiling.

“But it’s not all about living life on the edge – there are plenty of easier options for people who want to enjoy moderate exercise amid stunning landscapes, or to relax and unwind by learning or developing creative skills such as painting or photography.

“Our Active Peak campaign aims to introduce both visitors and locals to the wide spectrum of activities they can pursue during a revitalising holiday in, or visit to, our varied and beautiful area.

“And highlighting some of the most scenic assets and activities the Peak District can offer is a wonderful way to celebrate the first-ever English Tourism Week.”

James Berresford, Chief Executive of VisitEngland, added: “English Tourism Week 2012 celebrates the benefits tourism brings to everyone, everywhere, every day. This is a fantastic opportunity to shine a light on tourism in England, and showcase the quality and vibrancy of our visitor experiences and the value the industry brings to our nation.

“It’s great to see Peak Walking Adventures supporting English Tourism Week with some fantastic 2 for 1 offers on a number of picturesque guided walks in the region, including Charms of Chatsworth, the Kinder Scout walk and Derwent Valley. This is exactly what domestic tourism is about – getting out there and enjoying the many and varied attractions on our doorsteps.”

One of the first opportunities to get active in 2012 will be during the Peak District Walking & Outdoor Festival. More than 120 walks and other events – including abseiling, geocaching, mountain biking, rock climbing, photography and woodcrafts – will be staged between April 22 and May 6.

The Festival will include The Jane Tomlinson Peak District Walk for All in the Hope Valley on Sunday April 29, when more than 2,000 people are expected to put their best food forward to raise funds for a host of Peak District and South Yorkshire charities.

It also coincides with celebrations to mark the 80th anniversary of the historic Kinder Mass Trespass on April 24, a pivotal event that helped to pave the way for our current ‘right to roam’ Britain’s countryside.

Hot on the heels of the Peak District Walking & Outdoor Festival will be:

• The Chesterfield Area Walking Festival, May 12 – 20 • The fifth National Forest Walking Festival, May 19 – 31 • Autumn Footprints – Amber Valley and Erewash Walking Festival, September 8

to 23

The Peak District Walking & Outdoor Festival is sponsored by Hi-Tec, Large Outdoors, The Pavilion Gardens in Buxton, Peak Pursuits, Sprayway and Trekmates. Full details – including information about how to book – are now listed in the new Peak District Walking & Outdoor Festival programme, which can be viewed online and downloaded at or picked up from tourist information centres in and around the area.

The tourist board’s website also features details of the area’s other Walking Festivals and the Active Peak campaign, including social media updates, at and Active

Peak brochures can be viewed online and downloaded at or picked up from tourist information centres in and around the area.


Note to News Editors

An accompanying high resolution image is attached for print media. Caption: David James, Chief Executive of Visit Peak District & Derbyshire (foreground, centre), celebrates English Tourism Week and the launch of Active Peak with an abseiling session at The Roaches in the Staffordshire Moorlands, with Bryce Rigler, Retail Support Executive of Hi-Tec (foreground, right) and Carol Parsons, Recreation Strategy Officer, Peak District National Park Authority (foreground, left). Pictured below (left to right) are: Sarah Blackwell, Marketing and PR Assistant, Trekmates; Mark Morley, Swadlincote Ski Slope and Snowboard Centre; Rachel Hoodith, Senior Visitor Service Manager/Pavilion Gardens; Jane Price, Marketing Projects Manager, Visit Peak District & Derbyshire; Jake Broadhurst, Marketing Manager, Peak Pursuits and Gareth Williams, Founder, Large Outdoors.

Visit Peak District & Derbyshire – the area’s official tourist board – works with VisitBritain, VisitEngland, Derbyshire County Council, all local authorities in the Peak District and Derbyshire, tourism business partners and surrounding tourism organisations that share the Peak District. It is committed to the successful and sustainable development of tourism.

For further details, visit or contact Janette Sykes, PR Manager, on 07792 924839 or at

To view special 2012 discount offers on accommodation, attractions and activities in the Peak District, visit For more information about English Tourism Week, visit

To find out more about The Jane Tomlinson Peak District Walk for All and to enter, visit

For more information about the 80th anniversary of the Kinder Mass Trespass and special events to celebrate it, visit


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