Purpose

To approve the 5 year regional Destination Management Plan for the Visitor Economy

Decision

It was resolved to:

A    Note that Cambridgeshire and Peterborough’s LVEP application was approved by Visit England in May 2026. This means our region can access the national LVEP Growth Programme and emerging Department for Culture Media and Sports (DCMS) ‘Visitor Economy Growth Strategy’.

B    Approve the Destination Management Plan (DMP), which is a condition of Cambridgeshire and Peterborough receiving Local Visitor Economy Partnership (LVEP) accreditation. Following CA Board approval, all LVEP partners will be invited to formally endorse the DMP by adding a signature to the final published document, as a demonstration of their commitment to its delivery.

C    Note progress and comment on the themes of the Regional Visitor Brand and Narrative for Cambridgeshire and Peterborough, to ensure it is fit for purpose in strengthening the region’s identity, enhancing visitor appeal, and supporting delivery of DMP priorities.

D    Provide feedback on the implementation plans, with the aim that the DMP and Regional Brand and Narrative function as effective strategic tools for driving sustainable investment, innovation, employment growth, and civic pride, consistent with local priorities and Visit England guidance.

E    Recommend to the CA Board that the reporting, monitoring and review of the LVEP Board (established Q3 2026/27) and LVEP activity is undertaken by the Growth Committee.

F     Establish a working group drawn from members of the Growth Committee to help shape the LVEP Terms of Reference (Q2 – Q3 2026/27).