Cheltenham Tourism Strategy

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 towards delivering 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.

In November 2017 Marketing Cheltenham was launched and Kelly Ballard  was responsible for delivering the Tourism Strategy in partnership with Cheltenham Borough Council along with apt marketing & PR, a Cheltenham based agency with extensive tourism experience.

Following the success of this period a five person full time Marketing Cheltenham team was recruited in 2019.  Managed by David Jackson, previously from a similar role in the Isles of Scilly, Bath and Lincoln.  The first major task of the new team was to launch Cheltenham as The Festival Town.

The Tourist Information Centre currently located in The Wilson Museum and Art Gallery is currently managed by The Cheltenham Trust.  Marketing Cheltenham are carrying out a review of visitor information and visitor way finding in and around Cheltenham town centre. The results of this review will be shared soon.


Below you will find the key performance indicators for Cheltenham 2018 – 2021 which relate to the growth targets of the strategy.

Marketing Cheltenham
Cheltenham Destination Performance Measures

DESTINATION KPIs Actual Actual   Target 5%  Target 5%  Target 5%
2017 2018 2019 2020 2021
Day Visitors 1,800,000 1,930,000 2,026,500 2,127,825 2,234,216
Day Visitor Spend £73,450,000 £74,612,000 £78,342,600 £82,259,730 £86,372,717
UK Staying Visitors 315,600 321,100 337,155 354,012 371,713
UK Staying Visitors Spend £58,471,000 £58,786,000 £61,725,300 £64,811,565 £68,052,143
Overseas Staying Visitors 49,700 52,500 55,125 57,881 60,775
Overseas Staying Visitor Spend £21,173,000 £23,260,000 £24,423,000 £25,644,150 £26,926,358
Total Value £159,631,000 £162,673,000 £170,806,650 £179,346,982 £188,314,331