New tourism chief to help Peak District bounce back

Sir Richard FitzHerbert pictured with Jo Dilley, Managing Director of Marketing Peak District & Derbyshire, at Tissington Hall

That is the message from Sir Richard FitzHerbert who has been appointed as the new chairman of the area’s official tourist board.

In his new role, Sir Richard FitzHerbert will support Marketing Peak District & Derbyshire’s aims to grow and develop a successful and sustainable visitor economy, helping businesses to recover, rebuild and bounce back in response to the Covid-19 pandemic.

A keen advocate for the tourism and hospitality industry, Sir Richard FitzHerbert brings a wealth of experience to the role as the owner of the Tissington Estate near Ashbourne.

Sir Richard’s appointment comes as Marketing Peak District & Derbyshire prepares to launch its five-year Tourism Recovery Plan, outlining a set of strategic priorities developed with partners to support the recovery of the sector.

Active travel and green tourism will be highlighted as top priorities alongside revitalising market towns, promoting corporate wellness breaks and bidding to become a Tourism Zone to drive major economic growth.

In 2019 tourism was worth £2.5 billion to the Peak District & Derbyshire economy, supporting 32,000 jobs.

Sir Richard FitzHerbert said: “I am delighted to be appointed chair of the Marketing Peak District & Derbyshire Board and I am thrilled that the team is pursuing a sustainable tourism policy as we all bounce back after the past 12 months.

“At Tissington we welcome thousands of visitors to our holiday lets, tearooms and our Grade II* home, Tissington Hall, every year and our team greets them with a huge Peak District smile.”

Jo Dilley, Managing Director of Marketing Peak District & Derbyshire, said: “We are delighted to welcome Sir Richard FitzHerbert as our new chair as the sector prepares for a successful recovery. 2021 is going to be a great year for domestic UK holidays and there are enormous opportunities for the visitor economy to play a crucial role in the area’s economic recovery; a vision shared by so many of our partners across the Peak District & Derbyshire.”