The city of Leeds has launched a new campaign aimed at boosting tourism in the city.
Funded by the Government’s Regional Growth Fund, East Coast trains and Leeds and Partners, the project will work towards increasing visitor spend and boosting jobs and skills in the tourism sector.
The programme will then be developed over three years to work on the international stage, promoting key business sectors and featuring some of the people that are helping to shape the city and wider region. This first phase will cover outdoor, press, digital and PR and will run from February through to the end of April.
The campaign is funded by a £500,000 grant secured by Leeds and Partners from the Growing Tourism Locally tourism investment project led by national tourist board VisitEngland, which aims to stimulate the domestic visitor market to grow local economies through increased tourism activity by UK residents.
Leeds and Partners Chief Executive Lurene Joseph said: “This first phase of the campaign demonstrates Leeds and the wider city region driving forward its place in the domestic market, using real people and real lives as the centrepiece.
“With so much investment in Leeds this year, including the opening of Leeds Arena and Trinity Leeds, the opportunities to grow the visitor economy are enormous. The further we can spread this message the better and the campaign will give a welcome boost to the economy and increased awareness of the city’s unique offer.”
James Berresford, VisitEngland’s Chief Executive, said: “2013 is clearly a significant year for Leeds and this first campaign, helped by the RGF funding, will encourage many potential visitors to find out more about the city. We are excited to work together on it to stimulate tourism and ultimately grow jobs in the city.”
The tourism and the hospitality industry supports more than 45,000 jobs and contributes nearly £1.13bn to the city’s economy every year.
2013 is set to be a significant year for the visitor economy in Leeds, with the launch of Trinity Leeds a large shopping centre which will be home to 120 shops and stores, a boutique cinema and acclaimed London, New York and Tokyo restaurants and bars.
In addition, Leeds Arena, a new 13,500 capacity venue, is set to open in September this year.
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