A new plan to help grow Hertfordshire's visitor economy — worth more than £2 billion a year — has been launched, with the aim of supporting tourism businesses and promoting destinations across the county, including Hitchin.

The refreshed Destination Management Service has been launched by Hertfordshire County Council and delivered through Hertfordshire Futures under the Visit Herts programme.

The new three-year service will focus on promoting Hertfordshire's attractions, supporting hospitality businesses, and developing tourism strategies tailored to different areas of the county. 

Hertfordshire's visitor economy currently generates more than £2 billion a year and supports over 40,000 jobs, with leaders saying the sector has strong potential for further growth. 

The updated service will:

• Promote Hertfordshire through seasonal online content and campaigns
• Support tourism and hospitality businesses with training and funding opportunities
• Work with districts to develop local tourism strategies
• Relaunch a Hoteliers Forum to support business tourism and industry collaboration
• Help develop skills and employment opportunities linked to tourism

The service will now be delivered locally by Hertfordshire Futures rather than externally, with the aim of creating a more joined-up approach across the county and responding more directly to local needs. 

County leaders say the programme will help raise Hertfordshire's profile as a visitor destination and bring economic benefits to towns across the county. For Hitchin, this could include promotion of the town's independent shops, markets, festivals and historic attractions as part of wider county tourism campaigns.

The Visit Herts programme has been promoting the county as a place to live, work and visit since 2015, and the new plan is intended to build on that work as the tourism sector continues to recover and grow.

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