CotswoldsPlus Local Visitor Economy Partnership (LVEP) is launching work on a new 10‑year destination tourism growth and management planand is calling on tourism businesses and partners across Gloucestershire and the wider Cotswolds to get involved and help shape the future of the visitor economy.
The plan will provide the first shared, long‑term framework for how tourism grows and is managed across the region from 2026 to 2036. It will guide investment, inform decision‑making and ensure that tourism continues to generate value for local businesses and communities while protecting the landscapes and places that make the Cotswolds special.
The plan is the first major workstream of a wider tourism project funded by the Gloucestershire Strategic Economic Development Fund (SEDF), secured by CotswoldsPlus LVEP to future‑proof tourism across the county.
Tourism is already a cornerstone of Gloucestershire’s economy, generating £1.5 billion annually and supporting thousands of jobs. However, without a clear, evidence‑led plan, the area risks pressure on busy hotspots while missing opportunities for growth and investment elsewhere. The plan is designed to tackle these challenges head‑on by setting a shared vision for sustainable growth, improved visitor management and stronger year‑round economic impact.
A call to businesses and partners
Tourism businesses and partners will be invited over the coming weeks to contribute their views through surveys, workshops and online engagement. Input from those working on the ground will be essential in creating a plan that is practical, ambitious and rooted in real‑world experience.
By taking part, businesses will have a direct opportunity to influence priorities such as visitor experience, infrastructure, skills, marketing, seasonality, visitor dispersal and how tourism can better support local communities.
The plan is scheduled for delivery within the next 12 months and will act as a key reference point for funding bids, investment decisions and partnership working across the destination.
Wider tourism workstreams
Alongside the plan, the SEDF‑funded project will also:
- Establish a new regional tourism data and intelligence platform later this year, strengthening evidence‑based decision‑making.
- Support the continued delivery of the LVEP programme while improving stakeholder and business engagement to ensure a collaborative, future‑focused approach.
Work on the plan is now underway following the appointment of Reith Consulting, working with MSC Ltd, who bring extensive experience in multi‑destination planning and have recently delivered similar projects for LVEPs in Norfolk & Suffolk, West Yorkshire and Berkshire.
CotswoldsPlus LVEP has also welcomed Vicky Parr as part‑time tourism project support officer. Vicky will support delivery across all three workstreams, coordinating project activity, data development and stakeholder engagement. She brings strong local and national experience, having previously worked at VisitEngland and as a local assessor for national quality accreditation schemes.
Rebecca Waite, Chair of CotswoldsPlus LVEP and Cotswolds National Landscape, said:
“This funding gives our LVEP the opportunity to take a major step forward. By working collaboratively across the region, we can shape a long-term vision that supports our communities, strengthens our visitor economy, and protects the special landscapes that define the Cotswolds.”
Melanie Sensicle of Reith Consulting/MSC Ltd said:
“We are delighted to be working with CotswoldsPlus LVEP to develop a strong and evidence-led plan that reflects the diversity and ambition of the region. Stakeholder input will be essential, and we look forward to engaging with businesses and partners in the months ahead.”
For more information on CotswoldsPlus LVEP and international trade support, head to – www.cotswolds.com/lvep
Read previous media release on the funding – Over £2million boost for projects driving local growth and innovation | Gloucestershire County Council
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