During 2014/15 Cheltenham Borough Council commissioned a review of strategic and operational tourism which came up with an ambitious vision to take tourism forward to 2020. The Cheltenham Tourism Partnership is working together on this ambition to find a much bigger and better solution to promoting Cheltenham to the world, and to attract a greater share of the tourism market, both within the UK and internationally.
In 2016 an experienced Destination Marketing Manager, Kelly Ballard was recruited to lead on developing the tourism strategy and to bring it to life. The tourism strategy entitled The 5-year Strategy to Grow Cheltenham’s Visitor economy was agreed by Cheltenham Borough Council Cabinet in July 2017. Read more Cheltenham visitor economy strategy for growth 2017-22
The Tourism Strategy and marketing of the town will be managed by a new organisation working in partnership with Cheltenham Borough Council from 1st August 2017 with the Tourist Information Centre managed by The Cheltenham Trust . Details of this new arrangement will be communicated during Autumn 2017.