Key Points
- The inaugural Cambridgeshire and Peterborough Visitor Economy Conference took place at Peterborough Cathedral on 29 September 2026.
- Over 200 leaders, operators, managers, and policymakers attended the sold-out event, which received funding from the UK Shared Prosperity Fund.
- The visitor economy adds £2.4 billion annually to the regional economy and provides jobs for thousands of residents.
- Organisers outlined recent regional progress, including the creation of the Local Visitor Economy Partnership, a five-year visitor strategy, a single visitor brand, and a joint public-private board.
- Presenters detailed plans for the Peterborough Station Quarter redevelopment and discussed potential supply chain opportunities tied to a proposed Universal Studios site in Bedfordshire.
Peterborough (Cambridge Tribune) October 2, 2026 – Over 200 leaders from across the tourism, hospitality, heritage, and creative sectors gathered at Peterborough Cathedral on 29 September 2026 for the first regional Visitor Economy Conference hosted by the Cambridgeshire and Peterborough Combined Authority.
Delivering a central platform to discuss regional destination growth, the event marked the formal introduction of the region’s Local Visitor Economy Partnership (LVEP). Delivered using allocations from the UK Shared Prosperity Fund (UKSPF), the conference set out a collaborative framework to expand a sector that currently generates £2.4 billion annually for the regional economy.
What key strategic announcements were made at the inaugural conference?
As reported by reporter Paul Stainton of Cambridge Network, Mayor of Cambridgeshire and Peterborough, Paul Bristow, stated that: “This is the first time we’ve come together to celebrate the Local Visitor Economy Partnership, and it was encouraging to see partners discuss the steps needed to strengthen our region as a tourism destination”.
Mayor Bristow further noted that: “The sector employs thousands of people and contributes £2.4 billion to our regional economy, and this event will be a springboard to building a thriving visitor economy together”.
According to Heritage and Tourism Project Manager Charlotte Goy, writing in official Combined Authority statements, the conference showcased significant foundational development. Goy stated that: “Together, we have laid strong foundations for the future, including the establishment of the regional LVEP, a five-year visitor economy strategy, a unifying visitor brand, and an emerging public-private sector LVEP Board”. Goy added that: “The positive feedback from both businesses and VisitEngland was incredibly encouraging, and we are looking forward to building on this momentum to create lasting benefits for residents, businesses and visitors alike”.
As reported in the conference proceedings released by the Cambridgeshire & Peterborough Combined Authority, national and local authorities outlined specific infrastructure projects. Adrian Davey, Service Director for Growth & Regeneration at Peterborough City Council, detailed the upcoming Peterborough Station Quarter development.
Davey stated that the project will create a modern arrival gateway for passengers arriving via LNER’s East Coast Main Line, improving public space to encourage visitor exploration and spark further commercial investment.
Additionally, representatives from the Department for Culture, Media and Sport (DCMS) and Bedford Borough Council delivered insights on the potential broader regional supply chain and skills opportunities connected to the proposed Universal Studios development in nearby Bedfordshire.
Which organisations were involved in establishing the regional partnership?
As outlined by event facilitators on behalf of the regional LVEP, the new regional partnership represents a joint structure managed by multiple municipal and tourism bodies. Key founding partner organisations include:
- Discover Peterborough
- Visit Cambridge
- Discover Huntingdonshire
- Explore East Cambs
- Visit Ely
- Visit South Cambs
- Meet Cambridge
- Cambridgeshire County Council
- Cambridgeshire and Peterborough Combined Authority (acting as the lead agency)
As reported by destination updates from Discover Peterborough, Peterborough City Council has simultaneously established a dedicated senior post—Head of Service for Visitor Economy and Tourism—to manage city-level contributions to the regional LVEP and work in conjunction with the independent Peterborough Tourist Board.
What is the background of this regional tourism development?
The establishment of the Cambridgeshire and Peterborough Local Visitor Economy Partnership forms part of a wider national restructuring of tourism governance recommended by the UK Government’s De Bois Review. The review advocated replacing fragmented local destination management organisations (DMOs) with accredited LVEPs designed to work directly with VisitEngland.
Prior to this conference, local tourism marketing across Cambridgeshire and Peterborough operated through separate district-level groups and independent bodies, such as Discover Peterborough, Visit Ely, and Visit Cambridge. In 2025 and 2026, the Combined Authority secured official LVEP status from VisitEngland, unifying these localized entities under a single strategic framework supported by public sector funding via the UK Shared Prosperity Fund.
This allowed the region to adopt a unified five-year destination management plan aimed at increasing visitor stay duration, evening economy spend, and international profile.
How will this development affect regional tourism businesses and local residents?
The formal launch of the regional LVEP framework directly impacts local hospitality businesses, cultural attractions, transport operators, and residents across the Peterborough and Cambridgeshire areas.
Impact on Local Businesses and Hospitality
- Targeted Marketing and Distribution: Independent hotels, leisure facilities, and restaurants gain access to VisitEngland’s national distribution channels, market intelligence from GC Insights, and unified regional branding campaigns.
- Supply Chain Opportunities: Infrastructure developments, including the Station Quarter and broader East of England attractions, are expected to increase footfall and create procurement contracts for local service providers.
Impact on Residents and Community Infrastructure
- Public Realm Improvements: Major transport projects, such as the gateway overhaul at Peterborough Station, aim to improve local infrastructure, accessibility, and pedestrian links for daily commuters as well as tourists.
- Job Creation: Strategic focus on expanding the £2.4 billion sector is projected to generate new employment opportunities in customer service, cultural management, heritage preservation, and event production across Cambridgeshire and Peterborough.
