Tourism and regeneration – a regional view

1. Tourism and regeneration – a regional view Ruth Hyde, tourism director East Midlands Tourism EUTO Conference, 22nd September 2008

2. 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)

3. 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

4. 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

5. 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

6. Tourism - a catalyst for change The VICE model: V – Visitor I – Industry C – Community E – Environment

7. 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

8. 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

9. 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

10. 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 activities Pioneered by a partnership of businesses, the public sector and the community £16 million investment funded by various partners

11. Conkers 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

12. 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 YES!

13. Questions?