The visitor economy across the East Midlands is entering an important new phase, with the establishment of Visit East Midlands and the Government’s commitment to devolve new powers to Mayors and Strategic Authorities to introduce an Overnight Visitor Levy (OVL).
What is Visit East Midlands?
Visit East Midlands is the new regional visitor economy partnership being developed by the East Midlands Combined County Authority (EMCCA), working in partnership with the region’s established destination organisations.
Its purpose is to bring greater coordination, visibility and investment to the visitor economy across Nottingham, Nottinghamshire, Derby and Derbyshire.
At the heart of the partnership are:
- East Midlands Combined County Authority (EMCCA)
- Marketing Nottingham & Nottinghamshire / Visit Nottinghamshire, the VisitEngland-accredited Local Visitor Economy Partnership for Nottingham and Nottinghamshire
- Visit Peak District & Derbyshire, the VisitEngland-accredited Local Visitor Economy Partnership for Derbyshire and Derby
- Visit Derby, working as part of the Derbyshire destination partnership and part of the Derbyshire LVEP
The partnership also works closely with VisitEngland and VisitBritain, local authorities, visitor economy businesses, attractions, accommodation providers, cultural organisations and other regional partners.
A Visit East Midlands Advisory Board has also been established by EMCCA to bring independent industry expertise, strategic insight and challenge into the development of the regional visitor economy.
Visit East Midlands is not intended to replace the important destination work undertaken locally. Instead, it provides an overarching regional platform through which the East Midlands can increase its national and international profile, while the accredited LVEPs continue to represent, develop and promote their individual destinations.
What is Visit East Midlands designed to achieve?
The partnership has been created to develop a stronger and more coordinated visitor economy for the region.
Its role will include raising the profile of Nottinghamshire and Derbyshire nationally and internationally; developing a stronger regional destination proposition; coordinating campaigns and travel-trade activity; supporting the development of new visitor experiences and products; improving the use of data, intelligence and insight; encouraging visitors to stay longer and spend more; and strengthening support for tourism and hospitality businesses.
Importantly, Visit East Midlands will provide a mechanism through which the region can speak with a stronger collective voice to Government and international markets while retaining the distinctive identities and strengths of Nottinghamshire and Derbyshire.
EMCCA has set an ambition to support an additional £1 billion of visitor economy growth, making tourism, hospitality, culture and business events an increasingly important part of the region’s wider economic growth strategy.
Overnight Visitor Levy
Government has now committed to providing Mayors and Strategic Authorities in England with the power to introduce an Overnight Visitor Levy within their regions.
The principle of devolving this power has therefore been agreed by Government. The East Midlands Combined County Authority, as an Established Mayoral Strategic Authority, will be one of the regions able to consider whether an OVL should be introduced.
The levy would apply to paid overnight visitor accommodation, with the revenue raised retained locally and available for investment in priorities that support economic growth, places and the visitor economy.
Government is continuing to finalise the legislation and detailed framework governing how the levy will operate. This will include areas such as the scope of accommodation covered, exemptions, administration and collection arrangements, the use of revenue and the process Strategic Authorities must follow before introducing a levy.
Any decision to implement an OVL in the East Midlands would ultimately sit with the Mayor and East Midlands Combined County Authority and would be subject to the appropriate governance arrangements and local consultation.
Why this matters
The creation of Visit East Midlands and the proposed OVL present a significant opportunity to establish a more sustainable approach to investment in our visitor economy.
For Nottinghamshire to compete effectively with other leading UK and international destinations, there must be long-term investment not only in the visitor experience and infrastructure, but also in the promotion, development and management of the destination itself.
Marketing Nottingham & Nottinghamshire supports the principle that, should an Overnight Visitor Levy be introduced, revenue generated by visitors should be retained within the region and meaningfully reinvested into growing the visitor economy.
We would welcome funding to be ringfenced for investment in destination promotion, national and international marketing, major and business events support, visitor infrastructure, destination development, data and intelligence, skills and business support – ensuring that the levy contributes directly to attracting more visitors, increasing length of stay and spend, supporting businesses and jobs, and strengthening the long-term competitiveness of Nottingham and Nottinghamshire as part of the wider EMCCA region.
The development of the OVL will therefore be an important area of work for the Visit East Midlands partnership, and continued engagement with tourism, hospitality and accommodation businesses will be essential as proposals develop.
MNN/Visit Nottinghamshire and Visit Peak District & Derbyshire remaining the two accredited LVEPs and working within that wider structure.
(East Midlands CCA) Its stated purpose is to coordinate regional activity, promote the East Midlands, build its identity and encourage longer stays and greater visitor spend. (East Midlands Combined Authority)
Government has approved the policy and committed to devolving the power, but as recently as 4 September 2026 it confirmed that the detailed design, scope and commencement arrangements still require future legislation; the final decision to introduce a levy locally will rest with Mayors/Strategic Authorities following consultation. (Parallel Parliament)
Posted on 10 September 2026
