Local Visitor Economy Partnerships join forces to deliver Levelling Up projects in the High Peak and Staffordshire Moorlands

Visit Peak District, Derbyshire & Derby and Enjoy Staffordshire have successfully secured funding from the UK Shared Prosperity Fund (UKSPF) to deliver projects aimed at improving pride of place and increasing life chances in the local area. The organisations – both official Local Visitor Economy Partnerships (LVEPs), accredited by national tourist body VisitEngland – have joined forces to deliver two complementary projects designed to attract visitors, support businesses and boost skills in the High Peak and Staffordshire Moorlands.The funding, allocated by High Peak Borough Council and Staffordshire Moorlands District Council, runs until March 2025 and will be spent on marketing activity and business support to grow the local visitor economy and promote the area’s unique outdoor offer.Visit Peak District, Derbyshire & Derby and Enjoy Staffordshire will work together to raise the profile of the High Peak and Staffordshire Moorlands as quality destinations for walking and cycling – working closely with stakeholders and partners to encourage tourism and deliver workshops and events that will benefit and upskill local businesses.The projects aim to attract visitors to the key towns of Buxton, Hayfield, Chapel-en-le-Frith, New Mills, Whaley Bridge and Glossop in the High Peak, and Leek, Cheadle and Biddulph in the Staffordshire Moorlands.An innovative marketing campaign will promote the great outdoors by highlightinglocal walking and cycling routes alongside great places to eat, drink, shop, visit and stay.As well as increasing footfall and boosting overnight breaks, the campaign aims to support local high streets and encourage more visitors to arrive by public transport.

The funding will also be used to support the Staffordshire Moorlands Walking Festival which takes place in late April-early May, and the launch of a new High Peak Walking and Cycling Festival which will take place in September, combining both online and in-person activity in a celebration of the great outdoors.

The High Peak strand of the project, delivered by Visit Peak District, Derbyshire & Derby, includes a programme of tailored support for visitor economy businesses aimed at improving skills, including workshops and toolkits on how to attract walkers and cyclists.

Creators and makers based in the High Peak will also be supported through a series of funded opportunities. Local producers can apply to exhibit at Chatsworth Country Fair in September, and food and drink producers will have the chance to showcase their products to buyers at a Meet the Supplier event in the autumn. Further details on these opportunities are available on the website: https://visitpeakdistrict.com/industry

The Staffordshire Moorlands strand of the project, delivered by Enjoy Staffordshire, will also include consumer research with existing and potential visitors, the development of a new tourism website for the district, and tailored support for local visitor economy businesses.

The UK Shared Prosperity Fund is a central pillar of the UK Government’s Levelling Up agenda, aimed at building pride of place and reducing inequalities between communities via three investment priorities: communities and place, supporting local business, and people and skills.

Jo Dilley, Managing Director of Visit Peak District & Derbyshire, says: “We are delighted to have been successful in our bid to deliver this significant UK Government funded project that stimulates economic growth in the High Peak.

“Tourism is a catalyst for driving positive change that can benefit local communities, providing employment, improving skills and developing pride of place in rural areas. Projects such as this demonstrate our commitment to growing the visitor economy in a sustainable way, and together with our Local Visitor Economy Partnership (LVEP) partners at Enjoy Staffordshire, we’re looking forward to shining the spotlight on the area’s fantastic visitor offer.

“When a destination performs well, so do the local businesses – remaining sustainable, competitive and compelling. We’re working closely with partners and stakeholders to ensure that businesses can access as many opportunities as possible and will be publishing more details of the events, workshops and business support activity very soon.”

Charlotte Cain, Visitor Economy Partnership Development Manager at Enjoy Staffordshire, says: “UKSPF has given the opportunity for projects to come forward that will support the growth of the visitor economy – encouraging more to visit, stay longer, experience more and enable us to promote lesser-known locations and visitor assets.

“Working with neighbouring LVEPs to deliver larger campaigns that have greater impact and reach is very exciting. Working with Visit Peak District, Derbyshire & Derby, we are showing how LVEP functions across the country can work together to better support destinations and businesses. Our national partner at VisitEngland issupportive of collaborative working and we’re proud that this UKSPF project spans two counties.

“The creation of LVEPs nationally offers a promising avenue for inclusive economic development that considers the role of the high street. Connecting the dots between the high streets and our compelling visitor offer are strong foundations for place-making.”