New strategy for St Albans tourism

From left, Jason Freezer, Head of Destination Management at VisitEngland, the Mayor of St Albans Ci

From left, Jason Freezer, Head of Destination Management at VisitEngland, the Mayor of St Albans City, Cllr r Geoff Harrison and Alastair Woodgate, director of local company Rumball Sedgwick and a founding board member of the Visitor Partnership. - Credit: Archant

A new Visitor Partnership has been launched by local businesses to help put St Albans firmly on the tourist map.

The initiative was officially launched at a garden party at St Michael’s Manor hotel in Fishpool Street, attended by hundreds of St Albans’ businesses.

The Visitor Partnership already counts notable local organisations amongst its membership, including St Michael’s Manor hotel, Lussmanns, Butterfly World and St Albans Cathedral.

But it is urging more businesses to join, including smaller independent ones, to take advantage of the membership benefits and help boost the local visitor economy.

The group has developed a new visual brand for the city which was unveiled at the launch and developed after months of consultation with local organisations and stakeholders.


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It bears the strapline Choose Your Story in recognition of 2,000 years of stories in the city ranging from Britain’s first saint Alban through to the present day with a range of new festivals, the resurrection of the old Odeon cinema and a thriving indie scene.

The partnership is chaired by local businessman Jon Dean, MD of Impellus, who said: “We are really excited about the Visitor Partnership and what we can achieve by working together.

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“People who live and work in St Albans have long known that it is not fulfilling its potential as a great place to visit for tourists, both from the UK and from other countries.

“St Albans has so much to offer day-trippers or longer-stay visitors, with its amazing history, fantastic independent shopping, award-winning restaurants and bars and also the parks and attractions.

“And when people do visit us, the research has shown that they come back again and again.”

He added: “We just need to get the message out to more people, so that we can compete as a visitor destination with the likes of Winchester and Canterbury.”

For information on the Visitor Partnership, including how to join, contact Jenny Swatton on 01727 819492.

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