About Us

Stamford Town Bridge

Progress through partnership

East Midlands Tourism (EMT) is the tourism arm of East Midlands Development Agency (emda). It was established in 2004, following a government decision that England’s nine regional development agencies would take over responsibility for tourism.

The rationale for EMT is clear. Tourism is important to the East Midlands,  attracting around 144 million visitors to the region annually. It offers significant potential for economic development. It is a sector that contributes some £5.9bn to the local economy and provides jobs for around 100,000 people.

EMT’s role is to oversee delivery of emda’s tourism strategy – Destination East Midlands, allocate funding and measure the successful delivery of key targets, as well as contribute to national priorities.

EMT’s plans for building the visitor economy in the East Midlands are outlined in its 2008/2011 strategic plan and focus on increasing visitor numbers and expenditure, improving the  competitive edge of the region by investing in the quality of the tourism product and facilitating an injection of capital investment to reinvigorate the region’s tourism offer.

EMT Budget Breakdown

EMT investment split by percentage

Targets for 2008/2011 include:

• Generating £17 of revenue for the visitor economy for every £1 spent
• Securing 40% of attractions to sign up to quality assurance schemes
• Levering £1.1m of funding to support delivery of a capital programme

These priorities are aligned with emda’s Regional Economic Strategy which is committed to developing the East Midlands into a leading European region over the next decade.

EMT works in partnership with five Destination Management Partnerships and provides them with funding to deliver a programme of quality improvement and marketing activity that is specifically designed to drive and improve tourism in each destination, drawing upon the unique attributes of each area.

• Experience Nottinghamshire
• Explore Northamptonshire
• Leicestershire Promotions
• Lincolnshire Tourism
• Visit Peak District and Derbyshire

In addition, EMT also works with a range of partners from both the private and public sector such as VisitBritain, local authorities, People 1st, Learning and Skills Council, East Midlands Airport, ferry operators and airlines.

Tourism Framework