Cambridgeshire & Peterborough Visitor Economy - Destination Management Plan

The aim of this commission is to help build a compelling and robust storytelling narrative and brand, inspired by the region’s varied offer that better reflects the area, and to help develop an overarching Destination Management Plan for the region that can be woven into every touchpoint for the Cambridgeshire & Peterborough’s visitor economy to:

• Unlock and promote the region’s distinctive heritage and tourism offer - to create a seamless visitor journey underpinned by clear storytelling, local advocacy and connected thematic itineraries, positioning the region as an outstanding destination of both domestic and international appeal.

• Build upon the strength of Cambridge and its existing Destination Management Plan to utilise the asset ensuring regional spread of visitor benefits.

• Strengthen the resilience of the region’s visitor economy by driving business growth, addressing skills gaps, and encouraging regenerative tourism, to increase visitor dwell times and spend, encourage longer stays and reduce to seasonal peaks.

The Contract is intended to start week from commencing 13th October 2025 or as otherwise agreed.

The Contract includes an option to extend for a further period or periods up to a total of 6 months, taking the Contract term to a maximum of 12 months.