Visit Peak District & Derbyshire and Visit Nottinghamshire will proudly exhibit together at World Travel Market (WTM) London 2025, in a dynamic partnership supported by East Midlands Airport. The collaboration marks a strategic effort to position the East Midlands as a world-class visitor destination, showcasing the region’s diverse tourism offer on a global stage.
By joining forces, the two Local Visitor Economy Partnerships (LVEPs) aim to highlight the complementary strengths of both counties – from the stunning landscapes and rich heritage of the Peak District and Derbyshire to Nottinghamshire’s local legends and vibrant city life.
The team will be based on the UKinbound stand – one of the busiest and most high-profile hubs at WTM – providing a valuable platform to promote the region’s unique tourism experiences to international buyers, tour operators, and global media.
According to the latest 2024 STEAM (Scarborough Tourism Economic Activity Monitor) figures:
- Derbyshire’s visitor economy was worth £3.58 billion, supporting over 33,000 jobs across the county.
- Nottinghamshire’s tourism sector generated £2.53 billion in economic impact, underpinning more than 22,500 jobs locally.
These figures highlight the vital contribution of tourism to the East Midlands economy and underline the importance of continuing to invest in its growth.
This joint presence at WTM aligns with wider strategic objectives, supporting the ambitions of the East Midlands Combined County Authority (EMCCA) to drive inclusive growth, create skilled jobs and foster inclusive and sustainable economic development across the region.
Tourism is a key growth sector within EMCCA’s plans, and international promotion plays a central role in attracting high-value visitors, boosting overnight stays, and strengthening the region’s global appeal.
East Midlands Airport, as the official sponsor of this partnership, plays a key role in providing convenient international access to the region. With ambitious plans for future growth and the development of more direct routes, the airport is strengthening its position as a key gateway to the wider East Midlands, making it easier than ever for global visitors to discover all the region has to offer.
Speaking ahead of the event, Jo Dilley, Managing Director of Visit Peak District & Derbyshire, said:
“World Travel Market offers an unrivalled opportunity to connect with international travel trade and raise awareness of the East Midlands as a world-class visitor destination.
“This work builds upon Visit Peak District & Derbyshire’s ongoing commitment to engaging with the travel trade and reaching international markets in recent years.
“By collaborating with Visit Nottinghamshire and with the support of East Midlands Airport, we’re taking an exciting step to ensure our region is not only seen – but chosen – by global travellers. Together, we’re showcasing the diversity and strength of our visitor offer.”
Megan Powell Vreeswijk, CEO of Marketing Nottingham and Nottinghamshire parent company of Visit Nottinghamshire, added:
“Joining forces at World Travel Market is a fantastic opportunity to shine a spotlight on Nottinghamshire’s vibrant visitor offer – from our legendary stories and thriving cultural scene to our award-winning food and drink and outstanding sporting heritage.
“Together with the breathtaking beauty of the Peak District and Derbyshire, we can present a powerful and unified message about the East Midlands’ world-class appeal.
With the support of East Midlands Airport, we’re not only showcasing the very best of what our region has to offer but also strengthening our global reach and creating new opportunities for growth that will benefit communities and businesses across both counties.”
East Midlands Airport’s Commercial Director Adam Andrews said: “We’re delighted to be partnering with Visit Nottinghamshire and Visit Peak District & Derbyshire to help bring our region to wider attention as a fantastic and varied destination choice.
“We are working to increase our passenger route network including inbound flights from Europe and our central location close to stunning countryside and vibrant cities is a huge selling point.”
Mayor of the East Midlands, Claire Ward said: “Visitor economy is hugely important for the region, because it matters everywhere: to our cities, our market towns, and our rural areas. It plays a vital role in shaping the East Midlands’ identity and gives a major boost to our local economy, while also helping to protect our rich heritage and stunning landscapes.”
Representatives from both LVEPs and East Midlands Airport will attend the show from 3-5 November 2025 at ExCeL London, meeting with international buyers and media to promote bookable tourism products and forge new partnerships for future growth.
Posted on 09 October 2025
