Tourism in Bedfordshire and Luton

Luton and Bedfordshire are not natural ‘tourism’ destinations and yet, right now, tourism is worth just over £724,000,000 (Volume and Value of Tourism in Bedfordshire 2006)  to the local economy and just over 10,431 people, 5% of the workforce owes its living to the visitor economy. 

The Tourism Industry in the sub-region is on the brink of a period of massive change. The proposed large-scale visitor facilities such as Center Parcs and NIRAH (National Institute for Research into Aquatic Habitats) and the London 2012 Olympics offer an unprecedented opportunity for growth, providing unique potential for tourism to become one of the sub-region’s most vibrant economic sectors. 

In September 2007 a new Tourism Growth Strategy was developed for Bedfordshire and Luton.  Research carried out as part of the Tourism Growth Strategy development shows that revenue from tourism could double and a further 5000 new jobs could be created by 2015.

The strategy advocates development in the following areas:

1.  Development of the business and conference market.

2.  Development of Bedfordshire and Luton as a ‘Family Friendly’ destination focusing on families with children up to the age of 12 (identified in the strategy as the ‘Harry Potter’ age group).

3.  Development of an events programme that will be of interest to both residents and visitors in the lead up to London 2012.

4.  Building on the strength of the visiting friends and relatives market by developing initiatives for residents.

As well as job creation, investment in the development of the visitor economy can support amongst others, better facilities in rural areas, and a wider range of events for local residents, improvements in retail and transport and greater civic pride.

The draft Strategy looks forward 15 years and sets out a vision for the future as follows:

‘Luton and Bedfordshire will be recognised as places that have changed for the better. They will be known for their professionalism in hosting business visitors and in exploiting their location within the UK. Visitors will enjoy the variety of town and country, world-class attractions and events and their increased spending will support good quality local employment.’

Tourism development is managed through a public / private sector partnership, the Strategic Tourism Advisory Group (STAG), below this is a steering group focusing on operational delivery of the strategy and is again public/private sector.

For further information please contact: 

Helen Shore
Senior Tourism Development Officer
Economic Growth
Bedfordshire County Council
County Hall
Cauldwell Street
Bedford
MK42 9AP

Email: helen.shore@bedscc.gov.uk|  
Tel: (01234) 276063

For further information please view  The Tourism Growth Strategy for 2007-11| (PDF document opens in new window) and  Action Plan| (PDF document opens in new window).