A new visitor strategy for Peterborough aimed at boosting tourism has been approved.

The plan, outlined by the city council, aims to boost the city’s reputation and make it a top choice for staycations.

By 2025, VisitBritain predicts the UK's tourism industry will be worth over £257 billion.

Councillor Dennis Jones, leader of Peterborough City Council, said: “Our city’s visitor economy not only makes a direct contribution to a local economy but also provides an invaluable indirect economic impact through supporting businesses in the supply chain.

“Promoting the wider region will introduce more product range and choice that will lead to day visitors choosing to stay overnight to have a deeper and richer experience.”

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The strategy has three main aims: position Peterborough as a prime UK destination for day or overnight staycations, create a model for continuous positive publicity, and establish a data record for monitoring progress.

The strategy focuses on promoting cultural events and activities in the city and supporting business and job growth in key sectors such as leisure and hospitality.

The development of the strategy included workshops with the Peterborough Tourism Collective, which consists of key business representatives across the leisure, tourism, accommodation, and hospitality sectors.

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Councillor Jones added: “Tourism is not just for tourists.

"In fact, tourism and the growth of a visitor economy can only develop if you have the right sense of place in which communities already thrive.

"The strategy includes a focus on growing civic pride, a key factor in placemaking.

“It can also only be a success if we have the buy-in of the whole city, which is why we would like to thank the involvement and worthwhile challenges of the Tourism Collective which have helped us to build this.”

The strategy is part of a trio of plans aiming to make Peterborough an attractive place to live, work, and visit.