Hidden gems shared to boost tourist visits

HIDDEN GEMS of the Peak District will be shared with visitors from overseas as the Government turns its attention to promoting destinations outside London.

Innovative technology will be used to create a bookable visitor pass for visitors from Belgium, France, Germany, the Netherlands and the US who are staying in London. It will help them to explore the gardens and gourmet offer in The Peak District, Cheshire, Hertfordshire and Kent.

It was one of seven bids named yesterday by VisitEngland as the first to receive money from the £40m Discover England Fund.

Secretary of State for Culture, Media and Sport Karen Bradley said: “Through the Discover England Fund and working with the industry, I look forward to helping further strengthen tourism outside London to ensure that growth from the sector is enjoyed right across the whole country.”

The news was welcomed by Visit Peak District and Derbyshire, a partner of Visit Kent’s gardens and gourmet scheme.

Its deputy director of marketing, Lindsay Rae, said it would fit in well with The Royal Horticultural Society hosting a flower festival at Chatsworth next year.

“Packaging products together for an international market to show some other parts of the UK, and specifically the Peak District, is just a fantastic opportunity,” she said. “The product will tie in some local recommendations that are a bit off the beaten track and great places to eat. It will have a really nice feel to it that local people are welcoming international visitors to the area.”

VisitEngland chief executive Sally Balcombe said the Fund attracted “an exceptional number of high quality bids”.

Bids worth more than £1m will be considered in 2017 and 2018.