David Thornton Head of Marketing at Visit Peak District and derbyshire

Celebrations are underway in the Peak District following news that the official tourist board can now forge ahead with marketing campaigns worth £600,000 over the next three years.

Visit Peak District & Derbyshire has had confirmation that it will share in a £19.8 million pot of money from the Government’s Regional Growth Fund (RGF).

The announcement means that it can now press on with its planned strategy based on the themes The Great Escape and Active Peak, as part of national tourist board VisitEngland’s partnership project ‘Growing Tourism Locally’.

The cash will be spent over the next three financial years, including 2012 – 13, and will include match funding from private sector partners and other tourist board investment to ensure that the best possible value is achieved throughout the campaign.

VisitEngland estimates that, nationally, the ‘Growing Tourism Locally’ project will generate £365 million in additional tourism spend and create around 9,100 jobs.

“We’re delighted to receive news that the Peak District is sharing in the latest round of Government RGF funding,” said David Thornton, Head of Marketing and Deputy Chief Executive at the tourist board.

“We’ve been working hard over the past seven years to establish the area as a world class destination through imaginative and far-reaching marketing initiatives, and this valuable boost will help to ensure that our work can continue.

“It means that we can now press ahead with high-profile campaigns aimed at inspiring Britons to take more holidays at home, building on the work we have been doing with both VisitEngland and Visit Britain to extend the legacy of the London Olympics 2012 into 2013 and beyond.

“Like previous marketing projects, our focus will be firmly on promoting the Peak District as a fabulous place to spend holidays and short breaks, as well as creating real jobs and real benefits for the economy and local businesses along the way.”

James Berresford, VisitEngland’s Chief Executive, said: “The RGF money is a huge boost for tourism in England. The project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country, with particular emphasis on some local areas.

“This is a great time to launch, and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”


Note to News Editors

A high-resolution digital image of David Thornton,  Head of Marketing and Deputy Chief Executive of Visit Peak District & Derbyshire, is attached for print media.

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

About VisitEngland 

  • VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors
  • Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on
  • For corporate information see and for consumer information see

About the Regional Growth Fund

  • The Regional Growth Fund was launched in October 2010 and has so far allocated £1.4 billion through two bidding rounds. An additional £1 billion was added to the fund in the 2011 Autumn Statement which closed in June 2012. The winners will be announced in the Autumn. For more information, please visit

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