Tourism bosses in Chesterfield are drawing up plans to grow the local visitor economy by £32 million a year.
The Derbyshire town at the entrance to the Peak District wants to increase the money brought in by tourists by 20 per cent – creating new jobs and opportunities for new and existing businesses.
Under the plans the town will build on its heritage, retail and leisure offering as well as its proximity to the National Park to increase overnight stays. Meanwhile a Destination Chesterfield campaign is urging businesses and residents to all do their bit to “talk up the town”.
Destination Chesterfield chairman Peter Swallow said: “Chesterfield has an excellent offer for visitors, as well as the town’s close proximity to one of the most visited National Parks in the world.
“There is an opportunity for us to attract more people to visit and stay overnight in Chesterfield using the town as a base rather than just passing through on their way to the Peak District.”
The campaign said the town wants to take a bigger share of the 13 million visitors who visit the Peak District each year, with more than 80 per cent arriving by car. Many drive through Chesterfield en route from the M1.
As well as offering public transport links and access to attractions such as Chatsworth House, Ladybower Reservoir and Bakewell, the town also has cycle paths into the Peak District, which is five miles away.
Jo Dilley, managing director of Visit Peak District & Derbyshire, said: “Tourism already plays a vital role in making the area such a brilliant place to live, work and visit, and we strongly support Chesterfield’s ambition to grow the value of its visitor economy even further.
“The tourism sector generates billions of pounds for the local economy each year, supporting thousands of local jobs and displaying huge potential for future growth, particularly in areas such as sustainable and active travel, which Chesterfield can really capitalise on.
“Growing and developing the town’s tourism offer will not only benefit local businesses, it will also have a positive and lasting effect on local residents and communities.
“We look forward to working with partners in Chesterfield to support them in achieving this goal and ensuring the visitor economy’s long-term success.”
Mark Thurman, managing director of Casa Hotels which owns and operates two four-star hotels in the borough, urged people to celebrate what they already had.
He said: “We don’t need to reinvent the wheel. We have wonderful accommodation, great restaurants and fantastic transport links to bring people to Chesterfield to then go and explore the surrounding area. We don’t need to do anything other than celebrate what we’ve already got.”
Destination Chesterfield said the town’s proximity to the Peak District had already attracted major investment to the borough including the £300 million PEAK, an all-year-round round leisure education, wellness and entertainment destination.
PEAK’s masterplan has been developed around a transport and mobility system connected to the National Park. Phase one of the development, Gateway at PEAK, is being created by Milligan and is expected to be completed in 2025.
Complementing existing hotels such as the Casa Hotel and 92-bed Premier Inn Hotel which opened in 2019, are plans for further hotel accommodation within the £320 million Chesterfield Waterside scheme located close to the close to town’s mainline train station.
The developer, Bolsterstone Group Plc, is in talks with major hotel brands to operate the proposed 120-bed hotel within Phase 1 of the scheme.
