Newark and Sherwood District Council welcomes The Explorer's Road to Newark and Southwell
A new 500km touring route aimed at international tourists is to include Newark and Southwell.
The Explorer’s Road will be launched next month in Berlin at ITB, the world’s largest travel show.
Newark and Sherwood District Council has partnered with VisitEngland to encourage more tourists.
The touring route starts in north London and finishes in Northumbria.
The route will include Newark Castle, Southwell Minster, the National Civil War Centre and local businesses such as Carriages Café.
The Explorer’s Road will initially be aimed at the German market but will later encourage other international tourists to visit some of England’s cultural and heritage sites.
Newark Town Council says it is happy to see the area’s inclusion in the new project.
A spokesman said: “The council is delighted the town has been chosen as one of the key locations to be included on the Explorer’s Road.
“It is hoped this will attract many visitors from Germany to the town.
“Newark already has close ties with Emmendingen, its German twin town, and it is hoped the reputation of Newark as a place of interest to visit and stop in will be significantly enhanced through this project.”
This is a big step for the district, whose newly-created tourism business unit’s survey found non-visitors were unsure of what there is to do in the district.
Tourism business manager Richard Huthwaite says the Explorer’s Road was just one of a few things the department had been working on since its creation.
He said: “Our aims are to increase tourism volume and expenditure of tourists across the district.
“The 500km route will showcase the best of what the district has to offer and will be fantastic for Newark and Southwell.
“As a partner, our aim is to encourage tourists to stop off at each route and spend time in different places and so we are working with other towns and cities on the route.”
In 2016 in Newark and Sherwood there were 4.3 million visitors and the value of the visitor economy was £260m.
Mr Huthwaite believes visitor numbers grow on average 3% annually.
A survey commissioned by the unit found 97% would recommend Newark and Sherwood to a friend.
However, only 31% of the 470 interviewed said there was enough to do in the district at night.
Mr Huthwaite added: “We are a new department and we are still developing our strategy.
“More work will be done in due course to encourage the development of the district’s nightlife and we hope to work with partners to make that happen.
“We are mindful of what Newark and Sherwood residents want but also what visitors want and showcasing what there is to do and see across the district.
“I moved from London in 2004 and I wasn’t aware of what there is for visitors to do.
“In the last 15 years I can see there’s so much more vibrancy and that’s brilliant.”