Developed and administered by VisitEngland following close consultation with DMOs in autumn 2022, the LVEP programme is one of the key recommendations in the Government’s response to the independent de Bois Review of Destination Management Organisations in England.
Developed and administered by VisitEngland, the programme is creating a national portfolio of strategic and high-performing LVEPs working in collaboration locally, regionally and nationally on shared priorities and targets to support and grow the visitor economy. The creation of LVEPs was part of the UK Government’s response to the recommendations of ‘The de Bois Review: an independent review of DMOs in England,’ to reshape destination management across England, reducing fragmentation and bringing coherence to its DMO landscape.
In April 2023, 15 LVEPs were announced. These are:
- Marketing Cheshire
- Experience Oxfordshire
- Cornwall and the Isles of Scilly
- Visit Hull and East Yorkshire
- Visit West
- Marketing Manchester
- Visit Peak District, Derbyshire and Derby
- Visit Hertfordshire
- Visit Kent
- Liverpool City Region
- Cumbria Tourism
- Birmingham, Solihull and the Black Country
They join the programme alongside the North East DDP pilot LVEPs:
- NewcastleGateshead Initiative
- Visit County Durham
- Visit Northumberland
They were welcomed into the programme earlier this year and form the pilot Destination Development Partnership (DDP) in the North East of England, led by NewcastleGateshead Initiative, first announced by the UK Government in November 2022. The pilot is a valuable opportunity to prove the DDP concept and the impact the model can have on growing the visitor economy, strengthening the case for future funding.
We will work closely with LVEPs during the set-up process and beyond, with ongoing support from a team of five new Regional Development Leads. As well as a nationally recognised official status, LVEPs will also be able to access expert advice, dedicated toolkits and training programmes, targeting their needs, from VisitBritain/VisitEngland in areas ranging from distribution, accessibility and sustainability to business support and marketing. An important strand of support will be highlighting available Government funding streams as well as developing and providing a ‘toolkit’ to help LVEPs with bids to those streams.
We worked in close consultation with DMOs to develop the LVEP programme, holding a series of roundtables across England in autumn 2022 with more than 100 participants.
Benefits of joining the LVEP Programme
Successful LVEPs will work closely with VisitEngland during the set-up process and beyond, with ongoing support from a team of five new Regional Development Leads.
As well as achieving a nationally recognised official status, LVEPs will provide strong leadership and management of their destinations, working collaboratively with the public and private sector. They will help to shape and deliver national strategy and activities. Their important role will be promoted across government and national agencies, ensuring the local visitor economy is an active and valued contributor to Levelling Up and the wider economy.
LVEPs will be able to access expert advice, dedicated toolkits and training programmes from VisitBritain/VisitEngland in areas ranging from commercialisation, distribution, accessibility and sustainability to business support and marketing.
How to apply
If you would like to apply, and believe your DMO meets the application criteria, please take a look at the Prospectus (PDF, 4.28MB) for full details on the programme and next steps.
Who to contact
Your VisitEngland Regional Development Lead:
- North East and Yorkshire: Paul Szomoru – paul.szomoru@visitengland.org
- North West and West Midlands: Nicola Said – nicola.said@visitengland.org
- East Midlands and East of England: Rachel Gillis – Rachel.gillis@visitengland.org
- London and South East: Claire Ford – claire.ford@visitengland.org
- South West: Robin Tjolle – robin.tjolle@visitengland.org
