Peak District and Derbyshire taking lead role in promoting tourism in England

Eight businesses across the Peak District and Derbyshire are playing a lead role in a pioneering project promoting England as a top destination for accessible tourism – now worth more than £12bn to the national economy.

Official tourist board Visit Peak District & Derbyshire was one of just seven top destinations to net a share in national tourist board VisitEngland’s ‘Access for All’ project, funded by a 125,000 euros (more than £93,000) grant from the European Commission.

Local businesses leading the way in the national and European drive to maximise the potential of the so-called ‘purple pound’ spent by disabled visitors are:

• Chatsworth
• Crich Tramway Village
• East Lodge Hotel and Restaurant, Rowsley
• High Peak Borough Council’s Pavilion Gardens, Buxton
• Hoe Grange Holidays, Brassington
• Peak Shopping Village, Rowley
• The Peak District National Park Authority’s Parsley Hay Cycle Hire near Buxton
• Rivendale Caravan and Leisure Park, near Ashbourne.

All eight had a site audit to review facilities and pinpoint areas that could be improved, classroom-based and online training to boost customer service, a ‘mystery shop’ by people with a range of disabilities and tips to improve their accessibility statement and websites.

They also shared in a £100,000 print and online media and marketing campaign by VisitEngland, in partnership with Express Newspapers, throughout September, which aimed to raise awareness of accessible destinations and businesses across England.

VisitEngland research revealed that the overnight accessible tourism market is now worth £3bn a year to the English economy, with day visits boosting the figure to £12.1bn. Over the past few years, overnight trips by disabled tourists and their companions have increased by 19 per cent, and their spending is up by a third.

“VisitEngland estimates that the overall annual value of overnight accessible tourism to Derbyshire is £45m, so it makes sense for local businesses to invest in improving their facilities and services for this key sector of the market,” said Lindsay Rae, Deputy Director and Head of Industry Engagement at Visit Peak District & Derbyshire.

“We’re delighted that eight businesses across the Peak District and Derbyshire have had the opportunity to review and improve their accessibility thanks to this pioneering Access for All project, and we’re very grateful to Accessible Derbyshire for their expertise in helping to make it a success for all involved.”

Sally Ambrose, Head of Marketing and Visitor Services at Chatsworth said: “Chatsworth is delighted to be part of VisitEngland’s Access for All initiative. We have always been committed to providing the best possible service to all our visitors, including those with mobility impairments, and this scheme has enabled us to ensure we are constantly improving our facilities to provide the best possible visitor experience for all.”

Sarah Fowler, Chief Executive of the Peak District National Park, said: “We’re delighted to be part of the Access For All campaign, which is helping get the message out that we have fabulous opportunities for people to experience for themselves and enjoy our inspirational landscapes with accessible facilities, a wide range of adapted bikes and miles of traffic-free, safe and easy to ride fun trails for everyone.”