Tourism Growth Plan
2026-2031 Tourism Growth Plan
Building on 5 years of success, which has seen the value of tourism to the Leicester and Leicestershire economy grow to £2.5 billion per year, Visit Leicester is launching a new 5 year plan for tourism success.
Leicester is a colourful, cultural and historic city, beautifully framed by the rolling green fields, waterways, and idyllic towns and villages of the Leicestershire countryside. A thriving food scene offers delicious food and drink from around the world.
For two millennia, this most welcoming city and county has made space for new arrivals. Communities from the Romans onwards have all left their indelible mark on the area, with history that defines and tells the story of England better than anywhere.
From leading conservation at Twycross Zoo to transformational technology at the National Space Centre – from the young and ancient woodlands of the National Forest and Charnwood to the city’s vibrant arts and culture – there is so much to uncover, explore, and enjoy.
Visit Leicester is proud to be the official tourism body for Leicester and Leicestershire. Over the past 5 years we’ve been working to promote our fantastic tourism businesses and attractions in order to drive more visitors to our city and county.
This has been hugely successful. In 2024 tourism was worth £2.5 billion to the Leicester and Leicestershire economy, employed 23,133 people and welcomed 32.04 million annual visitors. This is a testament to the amazing offer we have here.
We’re launching a brand new 5 year plan that will build on this success. It has been developed alongside local businesses and other tourism specialists and we look forward to working with them to deliver it. It is informed by good quality data and focuses on the things that will directly benefit our region.
Our focus will be on attracting more visitors from outside the region, particularly looking at longer stays, which support our hospitality businesses and hotels. We will promote accessible, inclusive and sustainable visits, look to inspire and support people who want to develop a career in tourism and hospitality, and increase overnight stays from business visitors who benefit from Leicester’s central location in the UK.
What does this mean? More people visiting and enjoying the area, more people supporting our local businesses and ultimately, more money into the Leicester & Leicestershire economy.
