Tourism income boost for Peak District
Marketing campaigns by Visit Peak District & Derbyshire increased income in the area by more than a third, according to the tourist board.
It said that the increase on the previous year had pushed income levels to more than £40m adding that the tourist board's visitor guide brought in £66 for every pound spent on the campaign.
This compared to the return of £44 for every pound invested in 2009 – generating more than £36.7m in direct and indirect income for the area, the tourist board added.
Its Elements campaign – expanded to include walking festivals, thematic short breaks, well dressings and gardens and 'Spookyshire' in 2010 – reaped £64 in income for every pound spent on the campaign, it said. This was up on the £11 per pound mark of the previous year and direct and indirect income totalled almost £5m.
David Thornton, the tourist board's head of marketing and deputy chief executive, said: "We're delighted, but not surprised, that this independent research has revealed that our 2010 marketing campaigns have been so powerful and cost-effective."
