VisitEngland unveils QR pilot scheme to modernise visitor information in Leicester

VisitEngland has unveiled an ambitious new initiative using 2D bar code technology in the form of QR codes to modernise visitor information. This exciting scheme will run in Leicester and four other locations around the country including: Rutland; Chester; Shrewsbury; and Rochester as a pilot for six months with the aim of inspiring visitors to spend more time in the area they are visiting and stay longer.

The codes can be scanned by most smart phones using a QR reader. This transfers information providing visitors with short video clips and sound-bites describing lesser known facts or hidden gems within the vicinity where there is little or no information or guide.

Martin Peters, Chief Executive of Leicester Shire Promotions, said: "Leicester was the only Tourist Information Centre to participate in the campaign and we worked closely with VisitEngland to produce the clip which showcases some of the highlights of the visitor experience in Leicester. QR codes are an emerging technology and will increasingly play a part in how visitors access information on the destination that they're visiting."

The national tourist board has been working closely with Leicestershire Promotions to create packages of information and video clips focusing on the destination's broad tourism offering. The short film features Leicester's Cultural Quarter, a collective of arts projects and initiatives; Belgrave Street's Golden Mile, a homage to Asian food and fashion; and the mind blowing National Space Centre.

Other videos provide a general insight into the destination such as Rutland, and Chester or focus on iconic characters such as Charles Dickens in Rochester and Charles Darwin in Shrewsbury.

James Berresford VisitEngland, Chief Executive said: "To remain competitive on the world stage we must ensure the quality of our visitor information online, via mobile technology, and in-destination is the best it can be. Modernising our visitor information is a key to England's national tourism strategy and was highlighted as an area to address in the Government's Tourism Policy. This is the start of a modernisation programme that will ensure visitors get the very best out of their trip in England."

Success will be measured by the number of downloads from YouTube.