The new Suffolk and Norfolk Local Visitor Economy Partnership (LVEP) board has met for the first time and signed off a new five-year Destination Management Plan (DMP) for the two counties.

Also signed off were Terms of Reference for the board, the new structure of the LVEP board and sub-groups, and the first year's LVEP budget.

The DMP was produced by Reith Consultants who did extensive work with stakeholders that included 50 face-to-face interviews, five workshops and two questionnaires.

The Suffolk and Norfolk LVEP is managed by Visit East of England (VEE) which played no part in the development of the DMP.

'This is a DMP that has been produced by the views and observations of the stakeholders,' said VEE executive director Pete Waters. 'VEE's footprints are not on it at all, it is the collective will of stakeholders, and our role will be to implement the wishes of the stakeholders'.

The DMP is designed to complement and enhance the work of the local destination organisations, and offer services they don't have capacity to do such as work on Travel Trade, market intelligence and Placemaking.

The DMP also has ten key Action Priorities that will inform the basis of the new LVEP's work. These include:

• Marketing campaigns to spread demand seasonally and geographically.
• Promoting Active Travel such as walking and cycling.
• Developing a new Digital Content Management System.
• Training young people on the WorldHost programme.
• Raising awareness of the two counties through the 'Naturally – A Welcome For All' placemaking brand.

Mr Waters added, 'Achieving a joint Suffolk and Norfolk LVEP accreditation was a step in the right direction to take forward and grow our visitor economy, but the LVEP board signing off the DMP is potentially a transformative event for tourism in our two counties.'

Over the next few weeks the DMP, LVEP board minutes and other papers will be published on the VEE website.

The LVEP board are:

Andy Wood OBE – chair of VEE since 2019, former Chief Executive of Adnams of Southwold with strong sustainable business credentials. Director and chair of Visit East Anglia. Chair of NORSE, Deputy Lord Lieutenant of Norfolk, non-executive director of Roys of Wroxham. Member of VisitEngland Advisory Board.

Pete Waters – Executive Director of Visit East of England, also overseeing Visit Suffolk and Visit Norfolk. Director of Visit East Anglia.

Councillor Richard Smith MVO – Deputy Leader of Suffolk County Council and Cabinet Member for Finance, Economic Development and Skills.

Councillor Fabian Eagle – Growth & Investment Portfolio Holder, Norfolk County Council.

Matt Jones – Economic Development Manager, Suffolk County Council.

Steve Miller – Director of Culture & Heritage, Norfolk County Council, Head of Norfolk Museums Service.

Vanessa Scott – Owner Strattons Hotel, Swaffham, early adopters of and award winner for sustainable business practices. Visit East Anglia director. Chair LVEP Naturally sustainability group.

Tom Blofeld – Owner BeWILDerwood outdoor family visitor attraction, Broads National Park. Visit East Anglia director.

David Metherell – Head of Commercial Development, Greater Anglia & Stansted Express.

Mary Sparrow – Owner Hippersons of Beccles, Broads National Park, with hire boats and land accommodation. Chair Visit the Broads DMO.

David Scott – Chief Executive, Hotel Folk, east Suffolk. Chair The Suffolk Coast DMO.

Chris Bally – Chief Executive East Suffolk local authority, chair SCOLT, representative to Suffolk Public Sector Leaders group.

Louise Jordan Hall – Chair Suffolk and Norfolk Culture Group, former chair MIND.

Stefan Gurney – Chief Executive Norwich BID.

Lee Walker – Chief Executive Ipswich Central BID.

Jayne Knight – Arts Development Office, Suffolk County Council, Suffolk lead Suffolk and Norfolk Culture Group.

Andrew Wheeler – Chair LVEP Skills Group, manager of Visitor Economy Network Initiative (VENI), manager East Education Group.

Asa Morrison – Chief Executive Gt Yarmouth Tourism BID, Chair LVEP DMP group.

Tracy Harding – Manager Discover Newmarket DMO, Chair LVEP DMO Coalition.

Stephen Crocker – Chief executive and creative director of Norwich Theatre, which includes Theatre Royal and The Playhouse.

Also present are:

Holly Oakland – Visit East of England

Rachel Gillis – VisitEngland (oversight)

Niki Braithwaite – Norfolk County Council (oversight)