Leicester Shire Promotions successes continue to support growth of tourism industry in Leicester and

Highlights of latest figures include:
• 20:1 Return on Investment on marketing campaigns
• Growth in short break bookings up to 10,800
• Industry contributes £1.3 billion to local economy

New figures released by Leicester Shire Promotions reveal that its strategic marketing campaigns and tourism development have achieved many key successes for the tourism industry in Leicester and Leicestershire. The company's 2009/10 Annual Report shows that:

• Short break direct and indirect bookings have increased to over 10,800
• Economic value of tourism has grown to over £1.3 billion
• Tourism is the second fastest-growing industry in Leicester and Leicestershire
• Leicester Tourist Information Centre achieved Top 2 UK ranking for customer service
• Bednights booked at local accommodation through popular Stay Play Explore campaign have increased by over 179 per cent year on year
• Unique visitors to www.goleicestershire.com rose to over 1.275 million - making it one of the most viewed destination websites in the UK
• Destination features in national travel press and media reached a potential audience of over 118 million
• Achieved the most EnjoyEngland Gold award quality ratings in the East Midlands
• Return on Investment of marketing campaigns worth 20:1 for Stay Play Explore, 18:1 for the city, and 8:1 for The National Forest
• Joint highest return of Gold winners in East Midlands Tourism Enjoy England Excellence Awards of all regional destinations with four - two of which went on to triumph in the national finals

Martin Peters, Chief Executive of Leicester Shire Promotions added: "These figures include industry-leading achievements on a regional and national level. To achieve these successes, we have employed leading edge technologies, innovative processes and profiling techniques, and unique campaigns to support our strategically targeted activity.

"In challenging economic times, particularly for the public sector, this is clear evidence that the local tourism industry continues to demonstrate growth and subsequently, should be supported through continued investment," continued Martin Peters.

The new figures are also available in Leicester Shire Promotions' 2009/10 Annual Report. A copy of the Annual Report can be downloaded from www.goleicestershire.com/about-us/resources

About Leicester Shire Promotions:
Leicester Shire Promotions is a private, not-for-profit company formed in July 2003 as a partnership between Leicester City Council, Leicestershire County Council and East Midlands Development Agency. The company is the Destination Management Organisation (DMO) responsible for promoting Leicester and Leicestershire to visitors, based on a coordinated place marketing strategy that focuses on destination leadership and coordination, attracting and visitors, services for and visitors, and services for the tourism industry. For more information, please visit www.goleicestershire.com or follow us on Twitter at http://twitter.com/l_p_l

For further media information, please contact:
Simon Gribbon
Leicester Shire Promotions
T: 0116 225 4001
simon.gribbon@l-p-l.com