A MAJOR push to showcase Burton’s prospects as a national tourist destination is taking place this weekend.
Key tourist package buyers will be paying a two-night visit to the town and will get a chance to see for themselves what Burton can offer visitors.
It’s the latest initiative from Enjoy Burton – a website that puts events, activities and attractions in the area in the spotlight.
The Enjoy Burton project was set up last year and aims to boost leisure and business tourism in the town and surrounding area. The hope is to capitalise on the interest generated by the four national centres on our doorstep – St George’s Park, The National Brewery Centre, The National Arboretum and The National Forest.
Dave Bryon, Enjoy Burton director, says: “The arrival of St George’s Park is a vital component of this and last year alone brought more than 200,000 people to the area.
“In addition to the people who come here for business we are keen to promote leisure visits as well.”
A result of that ambition is the first media campaign, launched in the Burton Mail, to create Beer and Brewery Trails. On the back of that comes this initiative to develop a beer package for tourists.
The buyers will be staying in Burton’s Holiday Inn Express, which has spotted the opportunity to create these packages and which is a key business partner.
Dave says: “The visit on Friday and Saturday will showcase some of our best attractions and assets for short breaks throughout 2014. It’s the first stage of a real tourism push to bring visitors to Burton, ensuring they are based here and visit our attractions. It’s an incredibly important step in the development of Burton as a business and tourism destination.” The itinerary includes two nights’ accommodation, breakfast and dinner provided by Holiday Inn Express, a tour of The National Brewery Centre and Marston’s Brewery and Visitor Centre, a trip to Barton Marina and a talk and presentation on the area.
David Parrett, an area manager responsible for four Holiday Inns including the one in Burton, says: “My goal is to bring people from outside Burton into the town – tourists preferably.
“I have a number of buyers who use my other hotels and they were very keen to come and see the beer attractions in Burton.
“We have done a deal with the National Brewery Centre and Marston’s and have a tour operator involved who sells to the social clubs of companies. So the people coming this weekend are the chief organisers of trips for blue chip companies and organisations around the country. They are responsible for booking these things for their members. So they are trying it out at my expense with a view to them booking in the future.
“We have at least 25 buyers coming. We are looking forward to it. It’s great to bring people to Burton.”