Nottingham part of new £1m, 300-mile Eastern England touring route

Nottinghamshire is one of a partnership of destinations which has secured £1m investment from the Discover England Fund to encourage more German visitors to explore Eastern England.

The money will create a new 300-mile touring route between London and Northumberland that combines well-known visitor destinations with those that are off the beaten track. New itineraries will be developed that bring together attractions, accommodation options, places to eat and activities to create a route that is culturally rich and quintessentially English.

Sarah McCann, Head of Marketing for Marketing NG, the region’s official Place Marketing Organisation said: “From Robin Hood to Lord Byron and the Mayflower, our area has so much for international visitors and this project will help us to attract more people to visit and enjoy what we have to offer.

“We’re looking forward to the opportunity to work in partnership with colleagues to make it easier for people to plan and book a trip the length and breadth of Eastern England.”

The most recent STEAM visitor survey results showed Nottingham’s visitor economy to be worth £1.75bn, with over 36m visitors in 2016.


Germany has been chosen as the target market because touring is a familiar and well-loved holiday choice for Germans and because there is good travel connectivity with Eastern England. The project has an emphasis on helping businesses to operate in the international market and make them bookable by independent travelers as well as tour operators and travel agents who are influential with German consumers.