Cambridgeshire and Peterborough Secures National Status to Grow Visitor Economy

Cambridgeshire and Peterborough Secures National Status to Grow Visitor Economy

Cambridgeshire and Peterborough has been awarded Local Visitor Economy Partnership (LVEP) status by VisitEngland, following a successful, collaborative bid led by the Cambridgeshire and Peterborough Combined Authority and supported by eight partners across the region. 

Convened by Mayor Paul Bristow, the bid brought together destination management organisations (DMOs)  local authorities, businesses, cultural organisations and tourism partners in a co-developed approach designed to give the region a stronger, unified voice and a clearer plan for growth through the Visitor Economy.  

LVEPs are part of a national framework led by VisitEngland to strengthen destination management across England. The status recognises areas with the ambition and capability to grow their visitor economy and gives them direct engagement with government, including working with the Department for Culture, Media & Sport to help shape policy and the emerging national strategy for Visitor Economy growth which will explore pan-regional LVEP delivery at a larger scale. 

For Cambridgeshire and Peterborough, the new partnership will focus on unlocking further growth in a sector that already contributes £2 billion annually and supports around 40,000 jobs. It will also align with the Combined Authority’s Local Growth Plan and the Mayor’s ambition to triple the size of the region’s economy. 

The Mayor will chair the new LVEP Board which is still in development, bringing together partners to drive a more joined-up approach to attracting visitors, securing investment, and creating skills and career pathways for local people. Future growth is expected to be supported in part by improved international connectivity, including the planned expansion of Stansted Airport. 

The LVEP will build on existing initiatives such as the Mayor’s Day Out scheme, which has already demonstrated how coordinated action can widen access to visitor experiences across the region. 

Mayor of Cambridgeshire and Peterborough, Paul Bristow, said: 

 “This is what happens when a region works together with purpose. This isn’t a paper exercise, we are building a new partnership that reflects how the visitor economy actually works. 

“Our local visitor economy isn’t just about attracting tourists to visit and stay in Cambridgeshire and Peterborough. It’s about jobs, transport, culture and showcasing our region to business visitors and key investors. It already matters to 40,000 people employed in the tourism and hospitality sectors in our region, and it can matter to many more. 

“This new partnership will enable us to speak with one voice to government and to investors. If we’re serious about economic growth, the visitor economy must be part of that story, and this is an important practical step towards making it happen.” 

VisitEngland Director Andrew Stokes said: 

“The Local Visitor Economy Partnership (LVEP) programme is transforming the visitor economy landscape in England, supporting its growth in a more inclusive, accessible and regenerative way, and I am delighted to welcome the Cambridgeshire and Peterborough LVEP.”   

“Working together, the LVEPs are simplifying our tourism landscape, ensuring England continues to be a compelling destination for both domestic and international visitors.  The Cambridgeshire and Peterborough LVEP worked closely with VisitEngland to progress their application and our team will provide ongoing support, including a dedicated regional lead.”