Being at the centre can mean a lot of things. Geographically central. Emotionally recharging. Right in the middle of the action or blissfully away from it all.

That dual meaning sits at the heart of Centre of it All, a new tourism campaign launched by the East Midlands Combined County Authority (EMCCA), inviting visitors from London, the South East and across the UK to rediscover the pleasures of a short break that puts them exactly where they want to be.

For Mayor of the East Midlands, Claire Ward, that sense of connection both practical and personal is the point.

“The visitor economy is one of my key priorities, because every place in the East Midlands has something to share with the world and because we are at the Centre of it All, we are just a short journey away for most people in the UK.”

With Derby less than two hours from London by train, the East Midlands' central location makes it one of the most accessible regions in the country, but the campaign argues it's what happens once you arrive that really sets it apart.

“This campaign is about working together to proudly showcase everything that makes the East Midlands special. From vibrant cities to wide-open landscapes, world-class sport to rich culture and warm hospitality, our region has so much to offer.”

Two ways to be at the centre

The campaign is deliberately double-headed, reflecting the contrasts that define the region - and the choices modern travellers want.

At the Centre of it All speaks to those seeking space, calm and reconnection. Targeting London and the South East, it positions the Peak District and Derbyshire as a restorative escape: big skies, open landscapes, historic towns and a slower pace of life that still feels reassuringly close to home.

At the Centre of the Action, meanwhile, celebrates Nottinghamshire's colour, creativity and world-class sport, encouraging culture lovers, eventgoers and sports fans living within two hours to stay longer, return more often and explore more deeply.

Mayor Claire Ward continued:
“We want visitors from London and beyond to discover the experiences, people and places that make Derbyshire and Nottinghamshire such unique destinations.”

From legends and live sport to pioneering stories

Nottinghamshire's offer places visitors right at the centre of stories that travel the world -from legendary figures and living traditions to major sporting moments and cultural events. Tourism in Nottinghamshire is already worth an estimated £2.53bn to the local economy, supporting 22,500 jobs.

Megan Powell-Vreeswijk, chief executive officer of Marketing Nottingham and Nottinghamshire including Visit Nottinghamshire, says the campaign gives the county the platform it deserves.

“We're incredibly excited and proud to launch this brand-new Centre of it All campaign alongside our partners Visit Peak District & Derbyshire, Visit Derby and EMCCA.

“The Nottingham and Nottinghamshire's strand of the campaign celebrates the rich sporting and cultural heritage that makes our region such a compelling destination for extended overnight breaks. From world-class sports to iconic cultural events and attractions, it's a fantastic opportunity to showcase our region's offer on a national stage, increase visitor numbers and support the growth of our visitor economy and its businesses.”

That momentum is strengthened by collaboration across the region.

“With EMCCA's support through UKSPF funding and their commitment to the growth of the Visitor Economy, it has enabled this campaign to go ahead and strengthened our voice and reach allowing us to attract visitors to engage and revel in our compelling offer.”

A place to slow down and look ahead

In Derbyshire and the Peak District, the idea of being “at the centre” is more about breathing space. Tourism already contributes £2.9bn to the local economy and supports almost 30,000 jobs, yet partners believe there is far more to discover.

Jo Dilley, Visit Peak District & Derbyshire managing director, said:
“The launch of 'Centre of it All' is an exciting step forward for the Peak District and Derbyshire and the wider East Midlands visitor economy. Tourism is a powerful driver of growth, and this campaign shows the impact of working collaboratively to raise the region's profile.”

Derby itself offers another kind of contrast a compact, creative city where innovation and heritage sit side by side. More than eight million visitors come to Derby every year, contributing £365m to the local economy, while a £2bn regeneration programme is reshaping the city's future.

Stella Birks, Visit Derby visitor economy development manager, said:
“Visit Derby is delighted to be part of the 'Centre of it All' campaign which will raise awareness of some of the fabulous businesses in the city that contribute to a rich and diverse visitor economy experience.”

“Derby is a city that has been quietly, yet consistently, changing the world for hundreds of years. Our award-winning museums, attractions and venues, offer a huge opportunity to draw visitors from London to discover our pioneering stories.”

Putting visitors at the centre

Ultimately, Centre of it All is about reframing what a short break can be not rushed, not remote, but rooted in experiences that feel personal and rewarding.

“With the support of the EMCCA, and in partnership with Visit Nottinghamshire and Visit Derby, we've created a campaign that showcases the East Midlands as an accessible and compelling destination for overnight breaks.

“With London just a short journey away, 'Centre of it All' encourages visitors to stay longer, explore more and spend locally - supporting tourism businesses and delivering sustainable growth for communities across the region.” Said Jo Dilley.

Press invitation

To support the campaign launch, national and regional media will be invited to a press call and hosted familiarisation visit, offering the chance to experience first-hand what it really means to be at the Centre of it All.