Visitor Economy and Culture


Building on the Mayflower 400 opportunity and the city's cultural and visitor offer to raise its profile and reputation in global markets.

Raise the profile of 'Britain's Ocean City' in global markets

  • Position Plymouth as key visitor destination in UK within the Cornwall/Devon holiday offer;
  • Capitalise on the profile of maritime and marine developments in the city;
  • Build legacy from the Mayflower 400 programme;
  • Sustain development of the UK’s first National Marine Park.

Grow the city's visitor economy

  • Growing visitor numbers in shoulder seasons (period between peak and off-peak seasons);
  • Grow overseas visitors through international activity;
  • Increase visitor spend;
  • Develop further the accommodation offer, particularly 4/5-star hotels
  • Grow the shoulder seasons through conferencing/ meetings and targeting key niche markets.

Unlock the potential of the city's creative and digital sector, and its cultural heritage

  • Refocus and explore new opportunities to grow our visitor offer, through delivery of our Visitor Plan 2020 – 2030;
  • Support creative and digital industries start-ups and scale-ups, including through investment in the Devonport Market Hall and its Immersive Dome, and investment in our digital infrastructure;
  • Leverage the city’s cultural offer/ night-time economy off the back of recent developments in the city's cultural infrastructure, such as Mayflower 400, our 'world class' history centre- The Box, and our new iMax cinema and leisure complex;
  • Develop the city’s music entertainment offer by capitalising on large-scale music events and the availability of year-round venues such as the Pavilions.