Marketing

The Peak District

A fresh approach

The UK tourism market is changing fast and the expectations of visitors to the region are evolving rapidly. Activity breaks, new cultural experiences and themed attractions now rank as important tourism drivers, alongside picturesque scenery and lively cities.

EMT is committed to staying one step ahead of this fast-moving marketplace. The direction of EMT’s marketing activity is driven by extensive market research and customer feedback. Listening and responding to what visitors want keeps campaigns fresh and engaging.

Marketing is a key priority for the region, as set out in EMT’s 2008-2011 strategic plan and EMT has set a target of generating an additional £17 revenue for the visitor economy for every £1 spent.

All marketing activity funded by EMT is measured against four strategic Key Performance Indicators (KPIs). These are:

• Data capture
• Online traffic to websites
• Match funding from industry partners
• The number of bednights booked

Focusing on both overseas and domestic markets, the overall objective is to increase the number of visitors to the region and their levels of expenditure.

Domestic marketing is carried out by the five county based Destination Management Partnerships (DMPs) with funding from EMT.

Overseas marketing is managed by EMT, working with the DMPs and supported by country specific PR.  For 2008-2011, France, Germany and The Netherlands have been identified as the key markets for activity.