16/10/2025
A new independent Tourist Board for Peterborough has been created.
Peterborough is set to be back on the tourism map with a new Tourist Board set up to attract visitors to the city.
A new website promoting the city’s culture, heritage and events — www.discoverpeterborough.co.uk — has been launched to show everyone what the city has to offer with the strapline — “More than you imagine…”.
Peterborough now has a new independent Destination Management Organisation (DMO), the Peterborough Tourist Board, chaired by Andrew Pakes MP.
The announcement marks a major step forward for the city’s visitor economy, placing collaboration, civic pride, and sustainability at the heart of how Peterborough is promoted and experienced.
Andrew Pakes for Peterborough MP said: “This is about building confidence in who we are and how we tell our story. From our Cathedral and heritage landscapes to our arts venues and festivals — Peterborough has so much to be proud of. We’re showing the world that this city is more than you imagine.”
The Peterborough Tourist Board brings together leading partners from across the city’s cultural, business, and community sectors, including Flag Fen Archaeology Park, Peterborough Museum & Art Gallery, Peterborough Cathedral, Peterborough Positive BID, Peterborough City Council, John Clare Countryside, Nene Park Trust, Peterborough Lido, Film Peterborough, and Queensgate Peterborough.
Together they represent the wider Peterborough Tourism Collective — a growing network of members and partners that includes attractions, heritage and arts organisations, hospitality venues, and local media. The Collective will form the foundation of a new membership model designed to give every part of the city’s visitor economy a voice — from community-led heritage projects to major cultural institutions and private sector partners.
Paul Stainton, Head of Marketing & Communications for Peterborough Cathedral said: “A Destination Management Organisation is vital for bringing together the many voices that make Peterborough such a vibrant and unique city. It gives us a shared platform to showcase our heritage, culture, and visitor experiences to a much wider audience.
"For too long the city has been without a unified tourism voice and the launch of a new tourism website is an exciting step forward — it provides a unified window into everything Peterborough has to offer, from our historic Cathedral to our diverse attractions and events. Tourism is a cornerstone of the city’s growth, supporting local businesses and strengthening community pride. By working together under a strong DMO, we can ensure that Peterborough takes its rightful place on the national tourism map.”
The Board will provide joined-up leadership, unify marketing and data, and strengthen Peterborough’s ability to attract visitors, investment and national recognition.
The new Discover Peterborough website has gone live, created by the This is Peterborough! team — a civic-led initiative founded to design a major annual festival celebrating the city’s living history and creative identity.
Described as a “work in progress”, it will continue to grow as partners, attractions and residents contribute their stories, events and ideas — creating a living showcase for everything the city has to offer.
Andrew Pakes MP, Chair of the Peterborough Tourist Board, said: “This is a proud moment for Peterborough and a major step forward in telling a stronger story for our city. The new Tourist Board brings together the people and organisations who believe in this place and want to help it reach its potential. Discover Peterborough is just the beginning — a living project that will grow through collaboration and community input.
"It’s not about a glossy launch or a finished product; it’s about creating something meaningful, together. This is about building confidence in who we are and how we tell our story — celebrating what makes Peterborough distinctive, attracting investment, and ensuring tourism benefits everyone who lives, works and visits here.”
Cllr Shabina Qayyum, Leader of Peterborough City Council adds: “Peterborough is a city rich in heritage, creativity, and community spirit. The formation of our new tourist board and launch of Discover Peterborough website marks a practical step forward in showcasing all we have to offer — from our cathedral to our cultural festivals, and everything in between. I’m proud to support this initiative, which reflects our commitment to collaboration, economic growth, and putting Peterborough firmly on the map as a destination of choice.”
Matthew Bradbury, Chief Executive of Nene Park Trust also commented: “Peterborough’s strength lies in its mix of historic landmarks, thriving communities and outstanding natural spaces. The new Tourist Board brings these together under one shared story, helping people see our city in a new light. At Nene Park Trust, we know how important it is to put people and place at the heart of tourism. This is about growing civic pride, protecting what makes Peterborough unique, and inviting more people to discover it for themselves.”
While the Tourist Board will lead Peterborough’s external tourism profile, its approach is firmly 'resident-first' — ensuring that the benefits of tourism are felt locally.
Rebecca Jackson, Co-Founder of This is Peterborough! and Board Member of the Peterborough Tourist Board, said: “Tourism isn’t just about visitors. It’s about local pride, opportunity and connection. Discover Peterborough is as much for residents as it is for tourists; a place where we can all find something new to explore, enjoy and celebrate.”
The Board’s work forms part of a wider strategy to grow Peterborough’s visitor economy through collaboration, storytelling and strategic investment. Its priorities include uniting cultural, commercial and community partners under a shared destination identity, and supporting sustainable tourism growth that benefits local people and businesses alike.
The Board is also exploring options for Local Visitor Economy Partnership (LVEP) alignment — a national accreditation scheme led by VisitEngland.
Future projects include the development of a City Box Office & Visitor Hub, improved coordination of city-wide events, and long-term work to build a unified tourism and cultural identity for Peterborough — rooted in collaboration and community impact.