New Tourism and Destination Marketing Strategy set to launch for Gloucester


A new tourism and destination marketing strategy has been created by Gloucester City Council to set out how the city will be marketed to visitors.


The plan due to be considered by this month’s cabinet meeting, will see several marketing initiatives rolled out to support the future promotion of Gloucester.

They will focus on a number of key areas including building relationships with businesses that support the visitor economy and working closely with Gloucester Business Improvement District.

A large-scale project that looks at the brand of the city is also set to be launched over the next couple of months, that will look at how the city should market itself and stand out as a visitor destination. 

It’s intended that the marketing activity will put the culture, history, and heritage of Gloucester at the heart of its messaging to both local residents and visitors.

And more work will be carried out on curating and developing a strong events and festivals programme that reflects and builds on the city’s ambitions.

The plan will also support the work being delivered by Visit Gloucestershire and funded by Gloucestershire County Council on the recovery strategy for the region following the COVID-19 pandemic.

In addition, city-wide research will be undertaken to look at who visits the city and to help identify target audiences, details of which will be shared with local partners.

The plan will be presented to the newly formed Gloucester Marketing Steering Group at their first meeting in February.

The new formed group, which will work with the Council, includes members from a range of different industries including sport and leisure, retail, accommodation, and attractions.

Councillor Steve Morgan, Cabinet Member for Culture and Leisure, said: “This is a  great opportunity for the Council to focus on all the amazing things the city has to offer and how we can work with partners in the city to amplify their stories and messages. It’s an interesting time for Gloucester as we look to recover following the impact on the tourism industry following the COVID-19 pandemic. This year will see the incredible development around Kings Square take shape, that will be used as an event and performance space and the Forum being developed, with lots more opportunities to market the city ahead.“

There is currently a call out for feedback on the promotion of the city from businesses which serve the visitor economy though a survey which can be found here