Mayor Claire Ward celebrates thriving visitor economy at Newark’s Civil War Museum

Claire Ward, Mayor of the East Midlands hosted a successful visitor economy event at the National Civil War Museum in Newark today (Tuesday 10 September) as part of her ongoing Visit East Midlands initiative.

The event supported by Visit Notts (part of Marketing Nottingham and Nottinghamshire) gathered businesses, local attractions, and cultural institutions from across the county to celebrate the East Midlands’ vibrant tourism sector. Representatives from key regional attractions, including Nottingham Contemporary, Backlit Gallery and Bennerley Viaduct shared their ideas on how the region can better promote the rich heritage, natural beauty, and cultural offerings that make the East Midlands a top destination for visitors from across the UK and beyond.

The day produced positive discussions on driving sustainable growth, increasing visitor engagement, and collaborating to promote the region’s unique attractions. The event also reinforced the East Midlands’ position as a hub of historical, natural, and cultural importance, further building momentum for the Visit East Midlands campaign launched earlier this year at Chatsworth House.

Speaking at the event, Mayor Claire Ward emphasised the importance of collaboration in enhancing the region’s appeal. She said: “Our visitor economy is a vital part of the East Midlands’ identity, contributing not only to our local economy but also to the preservation of our rich heritage and natural beauty.

“Today’s roundtable at the National Civil War Museum in Newark has been a fantastic opportunity for businesses and attractions to come together and explore new ways of working. The enthusiasm and commitment shown here today underscore the tremendous potential we have to attract even more visitors to our beautiful region.”

Megan Powell Vreeswijk, CEO of Marketing Nottingham and Nottinghamshire said: “The visitor economy in Nottingham and Nottinghamshire is worth £2.37bn annually to the local economy and it supports 22,478 jobs in the region with a total value of new roles in 2023 generating over 103 million of GVA uplift. Tourism plays a vital role in shaping the landscape of our region, builds positive reputation and enhances the quality of life for everyone who lives, works and studies here.

“By collaborating with the East Midlands Combined County Authority and putting the right frameworks in place, we can strengthen our competitive edge, unlock growth opportunities, and attract greater investment—ensuring that more local communities benefit from tourism and the wider visitor economy.”

The Visit East Midlands initiative, launched by Mayor Claire in 2024, continues to play a pivotal role in promoting tourism across the region. With the support of local businesses and cultural institutions, the initiative aims to enhance the visitor experience while promoting sustainable and inclusive growth for the region’s economy.