Peterborough has unveiled a bold new direction for tourism, culture and heritage with the official launch of the city’s independent Peterborough Tourist Board and its new digital gateway for culture, heritage and events, discoverpeterborough.co.uk.
The initiative, announced under the city’s new strapline “More than you imagine…”, marks a major step forward for Peterborough’s visitor economy — placing collaboration, civic pride and sustainability at the heart of how the city is promoted and experienced.
A city coming together
The new Peterborough Tourist Board, chaired by Andrew Pakes MP, brings together leading organisations from across the city’s cultural, business and community sectors.
Introducing the Peterborough Tourist Board | Shaping Our City’s Future T… https://t.co/W8OAuvOWzV via @YouTube
— John Elworthy (@johnelworthy) October 16, 2025
Partners include Flag Fen Archaeology Park, Peterborough Museum & Art Gallery, Peterborough Cathedral, Peterborough Positive BID, Peterborough City Council, This is Peterborough!, John Clare Countryside Trust, Nene Park Trust, Peterborough Lido, Film Peterborough, and Queensgate Shopping Centre.
Together they form the Peterborough Tourism Collective — a growing network of attractions, heritage and arts organisations, hospitality venues, and local media — designed to give every part of the city’s visitor economy a voice.
The Board aims to provide joined-up leadership, unify marketing and data, and strengthen Peterborough’s ability to attract visitors, investment, and national recognition.
A Work in Progress, Built by the City
The launch also sees the debut of Discover Peterborough, the city’s emerging digital home for tourism, culture and community discovery.
https://twitter.com/pborocathedral/status/1978360223191498908
Created by the This is Peterborough! team — a civic-led initiative founded to design a major annual festival celebrating the city’s living history and creative identity — the website has been built through “collaborative expertise and civic pride.”
Described as a “work in progress”, Discover Peterborough will grow as local partners, attractions and residents contribute their own stories, events and ideas — forming a living, evolving showcase for everything the city has to offer.
“A Proud Moment for Peterborough”
Speaking at the launch, Andrew Pakes MP, Chair of the Peterborough Tourist Board, called the announcement “a proud moment for Peterborough and a major step forward in telling a stronger story for our city.”
He continued: “The new Tourist Board brings together the people and organisations who believe in this place and want to help it reach its potential. Discover Peterborough is just the beginning — a living project that will grow through collaboration and community input.
“It’s not about a glossy launch or a finished product; it’s about creating something meaningful, together. This is about building confidence in who we are and how we tell our story — celebrating what makes Peterborough distinctive, attracting investment, and ensuring tourism benefits everyone who lives, works and visits here.”
City Council Backs New Direction
Cllr Shabina Qayyum, Leader of Peterborough City Council, welcomed the new approach, describing it as a “practical step forward” in showcasing everything the city has to offer.
She said: “Peterborough is a city rich in heritage, creativity, and community spirit. The formation of our new tourist board and launch of the Discover Peterborough website marks a practical step forward in showcasing all we have to offer — from our cathedral to our cultural festivals, and everything in between.
“I’m proud to support this initiative, which reflects our commitment to collaboration, economic growth, and putting Peterborough firmly on the map as a destination of choice.”
Putting People and Place at the Heart
The new board’s membership reflects the diversity of Peterborough’s landscape — from historic landmarks to community organisations and natural spaces.
Railworld Wildlife Haven in Peterborough is a truly unique fusion of heritage, wildlife, community spirit and hands on discovery 1/4 pic.twitter.com/1D8BtrOOYp
— John Elworthy (@johnelworthy) August 26, 2025
Matthew Bradbury, Chief Executive of Nene Park Trust, said the Board’s creation highlights the city’s strength in uniting these different elements:
“Peterborough’s strength lies in its mix of historic landmarks, thriving communities and outstanding natural spaces. The new Tourist Board brings these together under one shared story, helping people see our city in a new light.
At Nene Park Trust, we know how important it is to put people and place at the heart of tourism. This is about growing civic pride, protecting what makes Peterborough unique, and inviting more people to discover it for themselves.”
A Unified Voice for Tourism
Paul Stainton, Head of Marketing & Communications for Peterborough Cathedral, said the launch marks an important milestone for the city’s tourism sector.
“A Destination Management Organisation is vital for bringing together the many voices that make Peterborough such a vibrant and unique city. It gives us a shared platform to showcase our heritage, culture, and visitor experiences to a much wider audience.
For too long the city has been without a unified tourism voice and the launch of a new tourism website is an exciting step forward — it provides a unified window into everything Peterborough has to offer, from our historic Cathedral to our diverse attractions and events.
Tourism is a cornerstone of the city’s growth, supporting local businesses and strengthening community pride. By working together under a strong DMO, we can ensure that Peterborough takes its rightful place on the national tourism map.”
For Residents and Visitors Alike
While the Tourist Board’s mission is to raise Peterborough’s profile nationally, its approach is firmly “resident-first” — ensuring that the benefits of tourism are felt locally.
Rebecca Jackson, Co-Founder of This is Peterborough! and a member of the Tourist Board, said: “Tourism isn’t just about visitors. It’s about local pride, opportunity and connection. Discover Peterborough is as much for residents as it is for tourists; a place where we can all find something new to explore, enjoy and celebrate.”
Looking Ahead
The Board’s work forms part of a wider strategy to grow Peterborough’s visitor economy through collaboration, storytelling and strategic investment.
Its priorities include uniting cultural, commercial and community partners under a shared destination identity and supporting sustainable tourism that benefits local people and businesses alike.
Future plans include exploring Local Visitor Economy Partnership (LVEP) accreditation with VisitEngland, developing a City Box Office & Visitor Hub, improving coordination of city-wide events, and continuing to build a unified tourism and cultural identity rooted in collaboration and community impact.
“More Than You Imagine”
Peterborough’s new strapline — “More than you imagine…” — captures the spirit of the city’s new tourism vision: a confident, creative city that continues to surprise visitors and residents alike.
Wonderful exhibition this summer @PboroMuseum – museum entry free as always but a fiver will get you into an eclectic and fascinating Dr Who exhibition. Fab. pic.twitter.com/Tn66RGOv1i
— John Elworthy (@johnelworthy) August 8, 2025
As Andrew Pakes MP summed up: “This is about building confidence in who we are and how we tell our story. From our Cathedral and heritage landscapes to our arts venues and festivals — Peterborough has so much to be proud of. We’re showing the world that this city is more than you imagine.”
About the Peterborough Tourist Board
The Peterborough Tourist Board is an independent partnership of cultural, civic; business and community organisations working together to strengthen and promote the city’s visitor economy.
Its key objectives are to:
- Unite cultural, commercial and community partners under a coherent destination identity.
- Support sustainable tourism growth that benefits local businesses and residents.
- Enhance awareness of Peterborough as a city of culture, heritage and opportunity.
- Provide leadership, insight and data to guide future tourism strategy and investment.
Founding partners include Flag Fen Archaeology Park, Peterborough Museum & Art Gallery, Peterborough Cathedral, Peterborough Positive BID, Peterborough City Council, This is Peterborough!, John Clare Countryside, Nene Park Trust, Peterborough Lido, Film Peterborough, and Queensgate Shopping Centre.
For more information and to explore what’s happening across the city, visit discoverpeterborough.co.uk.
