Strategic partnerships

Strategic partnerships

Strategic Partnerships have always been and will continue to be a critical part of our annual business plans and strategy, as they allow us to grow in unfamiliar markets and tap into new visitors and customer segments. We are discovering that our future depends not just on what we can do, but also on the capabilities, expertise, channels and insights we can tap into by partnering with others.


Through our work with other Destination Management teams, commercial partners and agencies such as VisitEngland/Visit Britain we have successfully delivered a number of domestic campaigns. Strategic partnerships are also allowing us to develop campaigns aimed at new international markets including the Netherlands, Germany, the US, Australia, GCC, and China.


Through strategic partnership working we aim to create great visitor experiences, building market advantage by offering complimentary offers and visitor assets, by embracing this approach we can attract more international visitors out of London and through Gateway airports such as Birmingham and Manchester.

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