We seek to be an exceptional destination marketing organisation, attracting
visitors to Cheltenham throughout the year, and supporting the resident
experience too. We will also prioritise delivering benefits and value to
our members, focusing on profitability and sustainability, improving and
growing the tourism economy.

Our strategic priorities are:

  • positioning: maintaining and growing Cheltenham’s position within the tourism marketplace, by updating the perception of the town and extending its reach beyond the festivals we cherish
  • visitors: growing Cheltenham’s Visitor Economy and helping it thrive, by driving more visitors, encouraging them to return, and return more often, and increasing their dwell time and spend. Growth is targeted at 5% year-on-year from 2019 to 2022 (in line with tourism growth predictions from VisitBritain) from the current 2015 baseline of £154million
  • collaboration: bringing together organisations within the town to work together. Being at the table with other regional and national tourism organisations
  • businesses: supporting local businesses, to benefit from the local tourism strategy and deliver exceptional value for your membership
  • experience: developing new products and visitor experiences to drive demand
    and positive engagement
  • promoting: sustaining and growing the visitor and resident information platforms as a conduit between visitors and tourism businesses

Find out more…

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