Visit East of England: What we are, What we do

Visit East of England (VEE) was established in Spring 2019 as the strategic, collective voice for the region’s visitor economy, bringing together destination organisations, local authorities, transport and education providers, and industry.

VEE is a private-public sector, not-forprofit business with a board that includes representatives of hospitality and tourism businesses, London Stansted Airport, Greater Anglia, local authorities, New Anglia LEP, destination organisations, education establishments and DCMS. It was created as a response to VisitBritain’s observation that they ‘only hear white noise coming out of the East of England – lots of different voices all saying different things’. VEE played a crucial role in the sector’s response to the Covid pandemic, disseminating Government and national tourism organisation updates, advice and help to its business database, lobbying MPs, and working with local authorities on tourism recovery. VEE receives no core funding and relies entirely on commercial activity to fulfil its activities, mostly by selling listings and adverts on Visit Norfolk and Visit Suffolk.

Marketing funds from local authorities in Norfolk and Suffolk helped facilitate a coalition of destination organisations, led by VEE, that develop campaigns to promote the region. This is the first time all the destination bodies and local authorities have worked together on a visitor economy initiative. The visitor economy is driven primarily by private sector investment. However, local authority engagement and interaction, not least planning, as well as public sector investment in infrastructure, such as connectivity, are crucial to growing the industry. Local authorities also control key tourism assets, including car parks, public toilets, museums, trails, and parks. VEE leads on the Visitor Economy Group of local authorities chaired by New Anglia LEP.

We are what we do.

Working with other destination bodies The region has a coalition of Destination Management Organisations who work as a collective with a common objective of promoting and growing the tourism economy.

A shared back office VEE also manages Visit Norfolk and Visit Suffolk, making efficiencies of circa £1m for local authorities; raising private sector funds to cover core costs.

Strategy and policy Sector advice; place shaping; dissemination of national programmes.

Advisory capacity To local authorities and organisations such as Transport East and Areas of Outstanding Natural Beauty on strategic direction, including development, sustainability, connectivity, and inclusivity.

Business support Business networking; training and webinars such as Taking England To The World; promoting the VisitEngland Business Advice Hub; regular communication to its 7,500 business database.

Routes to market Local delivery of national campaigns and initiatives, such as Know Before You Go and We’re Good To Go; consumer databases.

Net Zero Working with the sector and authorities in the development of a 2030 Net Zero green agenda. Skills development Working with education providers to establish an East Academy of Skills in Tourism (EAST), helping solve the sector’s significant skills and staff shortages.

Supporting government priorities Working with local authorities and businesses on sustainability and accessibility initiatives.

Data, insights and research Destination performance data; local insights to national bodies; market intelligence; consumer and business research, encouraging inward investment and new product development.

Travel trade As a member of UK Inbound, develop and distribute bookable experiences to ensure value stays in the local economy. VEE hosts a UK Inbound Discovery Workshop in Spring 2023.

Developing connectivity Working with London Stansted, the International Gateway to the East of England, and Stena Line to encourage inbound visitors. Promote Greater Anglia Rail’s sustainable travel.

Promoting the region Working with the area’s destination organisations, VEE is the vehicle to promote the region’s individual destinations as a single tourism offer domestically and internationally. During Covid it successfully bid for £425,000 of national marketing funds to boost recovery. VEE has also successfully bid to DEF and GREAT funds to manage inbound campaigns, utilising cash and in-kind private sector support.