Uncover the Cotswolds – working together to attract inbound tourism

The ‘Uncover the Cotswolds' project was one of a number of projects to benefit from year 3 funding in 2018 via the Government’s £40 million Discover England Fund.

It was a travel trade focussed approach encompassing the wider region of the Cotswolds, Cheltenham, Gloucester and Forest of Dean and Wye Valley. The aim was to respond to feedback from tour operators to bring together authentic local experiences and get businesses working with the trade operators. 

Why is this good for the Cotswolds & wider region?

From 2018 onwards Uncover the Cotswolds has focussed on showcasing incredible experiences, especially ones available throughout the year and in less visited areas, to help disperse tourists more evenly across the wider region and to encourage them to extend their stay.  

We were aware that many businesses did not have any experience of dealing with the travel trade and international market, so a large part of the project was to educate, support and guide businesses to produce bookable trade experiences allowing them to access the international and group market.

The region now has a trade website www.cotswolds.com/trade highlighting many trade experiences, collateral including itineraries, accommodation directory, digital town guides, and overall digital browser to help businesses promote and encourage visitors to book things to do in the area when bookings are made, as well as a range of training modules for businesses.  

We were able to promote the region at key in-person and virtual trade events including ETOA Best of Britain and Ireland, Visit Britain's Explore GB, Nordic Marketplace & ITB Berlin. Virtual training sessions have been held with Finnish operators, Tour Partner group and a virtual FAM visit to the area with UK Inbound. 

What is happening now?

While the funding has now ended, it is vital to build back from the pandemic focussing on traditional international markets by working together as neighbouring destinations.

See our travel trade pages & TXGB to see how you can get involved and reach new audiences.