A bold new tourism plan could transform Cambridgeshire and Peterborough, boosting jobs, investment and visitor numbers through a unified regional approach.
A major shake‑up in how tourism is run across Cambridgeshire and Peterborough is about to be signed off – and supporters say it could unlock jobs, investment and a stronger future for high streets, heritage and hospitality.
At a key meeting on 18 March, the Cambridgeshire and Peterborough Combined Authority Board will decide whether to press ahead with a bold new plan to unite councils, tourism bodies and businesses under one regional banner – ending years of fragmented promotion and giving Cambridgeshire and Peterborough a louder voice nationally.
“Extensive research has been done to generate a regional evidence base for Cambridgeshire and
Peterborough’s visitor economy,” says a report to the board.
“It shows that the visitor economy represents a major growth opportunity for Cambridgeshire and Peterborough, already supporting 40,600 jobs (8% of total employment) and comprising over 8,300 registered visitor‑economybusinesses, with a further 2,860 non‑limited operators across the region.
“International recovery is outperforming national trends, with 561,000 international visits in 2024, just 2% below 2019 levels compared with a 12% national deficit, driven principally by Cambridge’s global profile which accounts for 85% of all international visits.
“Forecasts indicate sustained market expansion, including the need for 880–1,500 additional hotel rooms by 2035, alongside rapid growth in short‑term lets (+46% since 2021), signalling strong underlying demand despite softening occupancy that reinforces the need for coordinated management and investment planning”.
The proposal would see the region apply for official Local Visitor Economy Partnership (LVEP) status with Visit England – a move described in official papers as essential to boosting growth, improving visitor experiences and making tourism work better for residents.
If approved, Cambridgeshire and Peterborough would become the single official tourism partner that Visit England works with – opening the door to national marketing campaigns, funding opportunities and sector support.
“Drive regenerative tourism, support inclusive economic growth through improved place management, enhanced visitor experience, and sustainable development across the visitor economy.”
This, according to the board report, is the core ambition behind the new approach.
Why this matters now
Despite its scale, tourism across the region has long been split between different districts and organisations, each promoting their own area in isolation.
Under the new plan, that changes.
Instead of competing for attention, eight destination organisations – including Visit Cambridge, Discover Peterborough, Visit Ely and Discover Huntingdonshire – would work together as part of a single partnership led by the Combined Authority.
“Bringing together a wide range of organisations already active within the regional visitor economy.”
Crucially, local brands are not being scrapped. Each organisation keeps its identity and local expertise, but agrees to collaborate on bigger, region‑wide priorities such as international marketing, business tourism, accessibility and skills.
One region, one voice
At the heart of the proposal is a simple but powerful shift: one region speaking with one voice.
Under national rules, Visit England works only with accredited Local Visitor Economy Partnerships. Without one, regions risk missing out on national campaigns, funding streams and sector support.
The board paper is blunt about the stakes.
“Local Visitor Economy Partnerships are the only body that Visit England will work with.”
Securing LVEP status would make Cambridgeshire and Peterborough an official regional partner – putting it on the same footing as other areas already benefiting from national backing.
According to the report, this would unlock access to “national programmes, marketing, business support and sector development”, helping the region compete more effectively for visitors and investment.
A new plan for managing tourism
Supporting the LVEP bid is a brand‑new Destination Management Plan (DMP) – the first ever to cover the whole of Cambridgeshire and Peterborough.
Rather than focusing purely on promotion, the DMP looks at how tourism is managed day‑to‑day: infrastructure, accessibility, skills, transport, sustainability and the experience for both visitors and residents.
The board report defines it clearly:
“A strategic framework that sets out how a place will be managed, developed and promoted as a visitor destination.”
Having a DMP is not optional. It is a core requirement for LVEP accreditation.
Work on the plan is already underway, funded through the UK Shared Prosperity Fund, with a draft due later this month and the final version expected in July.
Four priorities shaping the future
Early findings from the Destination Management Plan show a clear change in direction for tourism across the region.
The first priority is building strong regional foundations – better governance, clearer communication, stronger links with neighbouring areas and national bodies, and improved data to support decision‑making.
The second is using tourism to drive economic growth and social wellbeing, embedding the visitor economy into wider regional plans and tackling skills and workforce challenges.
The third focuses on improving the visitor experience, from new attractions and events to better infrastructure and what the report calls “Brilliant Visitor Basics”.
The final priority is about raising the profile and brand of the region, using a shared narrative and coordinated promotion across digital platforms and the travel trade.
Underpinning all of this is collaboration.
“Demonstrable public‑private collaboration.”
That phrase appears in the LVEP application – and it is something Visit England expects to see clearly evidenced.
Backed by councils and businesses
One of the strongest messages in the board paper is the level of support behind the proposal.
Over the past year, councils, destination organisations and businesses have worked together through a Heritage and Tourism Working Group to shape both the LVEP bid and the Destination Management Plan.
Partners have fed directly into the application, and the response has been positive.
“Feedback received has been over‑whelmingly positive.”
Formal Letters of Support have been submitted by councils across the region, reinforcing confidence that a coordinated approach will deliver stronger results than working alone.
What happens next
The Combined Authority Board is being asked to approve three key recommendations:
* to submit the LVEP application to Visit England;
* to allow minor amendments ahead of submission if needed;
* and to note progress on the Destination Management Plan.
If approved, the application will be submitted by the end of March, with a decision expected later in the spring.
For residents, the impact will build over time rather than overnight. But leaders believe the long‑term prize is significant.
“Elevating the visitor economy’s contribution to regional growth.”
And ensuring, as the report concludes:
“That the sector’s strengths are leveraged consistently across all parts of Cambridgeshire and Peterborough.”
