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Northamptonshire Tourism Strategy

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Increasing tourism and boosting the visitor economy are key drivers in enhancing what Northamptonshire has to offer those who live in, work in and visit the county. 

This new tourism strategy, developed and adopted by both West Northamptonshire Council and North Northamptonshire Council, aims to raise the profile of the county’s fantastic history and heritage attractions, sports teams and cultural assets, also its beautiful rolling countryside, rivers and waterways. 

We want to showcase that Northamptonshire is open to not only visitors from these shores and overseas, but also to locals who maybe do not fully appreciate the attractive offer that is on their doorstep. 


Northamptonshire’s central location – and its proximity to London and Birmingham, Cambridge and Oxford, Stratford-upon-Avon and the Cotswolds – make it an ideal base for a UK staycation time and time again. 

There will now be a greater emphasis to establish the area as a vibrant must-visit destination, offering unique experiences and accommodation options serving our best blue and green areas and all better linked by new travel networks and options.  

Northamptonshire has the clear opportunity to build on the existing positive perception of the area by increasing awareness of, and championing, a rich and diverse offer.  

Efforts will be focused to increase marketing opportunities and in so doing developing a cohesive narrative to visitors on a local, regional, national and international stage.

Working in partnership

Partnership working is central to unlocking the county’s tremendous potential and success will depend on strong collaboration, encouraging ambassadors and advocates for the county and establishing and retaining a skilled workforce. 

A new private sector-led Local Visitor Economy Partnership (LVEP) will be formed, made up of a representative group of senior industry figures to steer the delivery of the strategy.  


Our goals are to increase the value that visitors bring, to inspire a new and skilled workforce into the industry and to support local visitor economy businesses to grow and identify future investments that will help further define and boost Northamptonshire’s visitor economy over time.  

Last updated 17 June 2024