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The Parliamentary Under-Secretary of State for Culture, Media and Sport (Stephanie Peacock)
It is a pleasure to serve under your chairship, Dr Murrison. I congratulate my hon. Friend the Member for Sherwood Forest (Michelle Welsh) on securing this debate and on the powerful way in which she spoke about her constituency, its history and its people.
The fact that this debate has been so well attended by local Members shows what strong representation the area is blessed with. My hon. Friend the Member for Mansfield (Steve Yemm) mentioned the well-known Major Oak, which my hon. Friend the Member for Nottingham North and Kimberley (Alex Norris) mentioned to me on the way to the debate. We have also had contributions from my hon. Friends the Members for Rushcliffe (James Naish) and for North West Leicestershire (Amanda Hack) and from my hon. Friend the Member for Gedling (Michael Payne), who mentioned so many of his outstanding local groups. The hon. Member for Strangford (Jim Shannon), who is no longer in his place, made a good point about attracting more international visitors, a subject that I will touch on.
Before I come to the substance of the debate, I want to acknowledge the comments from my hon. Friend the Member for Sherwood Forest about the mineworkers’ pension scheme and the British Coal staff superannuation scheme. As the MP for Barnsley East and then for Barnsley South, I was proud to lead that campaign in Parliament over a number of years. It means that our constituents are between £30 and £100 a week better off, thanks to this Labour Government. It is not just a transformational figure for local areas; it is absolutely the right thing to do. It means that many of our constituents can spend money in the local economy, taking part in day trips and so on.
The debate has underlined a point that the Government are very clear about: tourism is not a peripheral issue. It is a major economic sector, a significant employer and a powerful driver of growth across every nation and region of the UK. Nationally, tourism supports 1.3 million jobs and contributes more than £64 billion in gross value added to the economy. Beyond the numbers, the visitor economy plays a vital role in shaping how the UK is seen around the world, through our landscapes, our heritage, our creativity and our culture. It supports town centres, sustains rural economies, creates opportunities for young people and builds pride in place.
My hon. Friend asked what the Government are doing to protect cultural assets. The Government have announced a £1.5 billion package to restore national pride, investing in cultural organisations over a five-year period and turning the corner on a decade of underfunding. That long-term commitment recognises that culture and heritage are not simply nice to have; they are essential infrastructure for thriving communities and a strong visitor economy. That is why the Government are committed to providing long-term strategic support for the visitor economy.
Our ambition is for the UK to remain a world-class destination, attracting 50 million international visitors annually by 2030. Crucially, we are encouraging those visitors to travel more widely, stay longer and contribute to local economies across the country. That ambition will be set out in our forthcoming visitor economy growth strategy, which will focus on unlocking investment, supporting jobs and ensuring that tourism growth is competitive, sustainable and inclusive.
I turn to the regional picture. The east midlands is a strong example of how tourism is being placed at the heart of growth and regeneration. The visitor economy is recognised as a core growth sector within the east midlands local growth plan. This reflects robust regional evidence showing that the visitor economy has the potential to generate at least £1 billion in additional economic growth. To drive delivery, partners across the region have established Visit East Midlands, providing strategic leadership and co-ordination across the local visitor economy partnerships and destination management organisations.
I recognise the leadership of Mayor Claire Ward, who is championing the visitor economy as a central pillar of the region’s growth ambitions and ensuring that it receives the focus and visibility it deserves, as my hon. Friend the Member for Rushcliffe rightly outlined. That regional leadership is already translating into action. The East Midlands combined county authority recently launched the Centre of it All campaign, showcasing the region’s diverse visitor offer and reinforcing its position at the heart of the country. The campaign is being delivered in close co-operation with local visitor economy partnerships and destination organisations, ensuring a coherent and compelling offer to both domestic and international audiences. Those regional connections and that work, which my hon. Friend the Member for North West Leicestershire spoke about, are so important.
The region is also strengthening its position through major events and sports tourism. Nottingham will host the European archery championships in 2028, an event that will not only bring significant economic benefits but connect powerfully to the Robin Hood story that defines Sherwood Forest. Through that work, the region is realising the full potential of the Robin Hood brand, developing regional and pan-regional itineraries and targeting key international markets, particularly the United States.
Against that backdrop, Sherwood Forest stands out as a place of extraordinary national and international significance. Centuries in the making, the legend of Sherwood Forest continues to grow, with every generation adding to its legacy. Today, it is a remarkable destination, home to ancient woodland, rich biodiversity and one of the most enduring cultural narratives in the world.
Some 350,000 people visit Sherwood Forest each year, drawn by its natural beauty, heritage and cultural power. Within the national nature reserve, 375 hectares of ancient woodland support hundreds of species—birds, insects, mammals and plants. Protecting this precious environment while ensuring it is accessible is exactly the balance that this Government want to support.
I pay tribute to the Sherwood Forest Trust for its stewardship of this unique landscape, demonstrating how conservation, community engagement and tourism can reinforce one another. Its work closely aligns with VisitEngland’s regenerative tourism framework, which focuses on protecting natural assets while delivering lasting benefits for local communities.
I am also very pleased to recognise Sherwood Forest Day on 20 February, which celebrates this world-famous historic forest and its global cultural significance. Moments like this strengthen local pride while shining a light on places of international importance, as my hon. Friend the Member for Sherwood Forest outlined, particularly with the business breakfast and the events on 20 February. I wish those involved the very best of luck.
As my hon. Friend highlighted, Sherwood’s story also contributes to the UK’s soft power. The legend of Robin Hood remains one of our most recognisable cultural exports, resonating through literature, film and television. Through VisitBritain’s “Starring GREAT Britain” campaign, we are using screen tourism to encourage visitors to explore more of the UK, and Sherwood Forest is a natural fit for that approach.
My hon. Friend rightly raised the practical challenges facing the area and made a particular point about connectivity. Access matters for visitors, local residents and businesses. On her point about transport, the Government are introducing our integrated national transport strategy, which will place strong emphasis on connecting people to places of opportunity, heritage and culture, ensuring that transport investment supports regional growth, rural access and the visitor economy alongside commuting needs.
We are working closely with the Department for Transport, the East Midlands combined authority and local partners to improve connectivity so that destinations such as Sherwood Forest are accessible both for those travelling further afield and for the communities on its doorstep. Supporting local businesses is equally critical. Tourism works best when it creates opportunities for people to live, work and build futures in their own communities. That is why we are addressing skills shortages, promoting apprenticeships and improving recruitment and retention across the sector, ensuring that young people can see tourism as a viable and rewarding career.
Sherwood Forest is not just a place of extraordinary heritage. It is a living, evolving destination that contributes to regional growth, national identity and Britain’s global story. With continued partnership, investment and strategic support, it can continue to thrive for generations to come.
Question put and agreed to.