Over 65 Travel News
31 March 2006 Mature tourists targeted in Midlands renaissance
'Net-savvy' older tourists and those who may purchase senior travel insurance are being targeted by a range of new initiatives aimed at bringing more tourists to the East Midlands.
A new enterprise by tourism chiefs, to raise the profiles of Leicestershire, Nottinghamshire, Lincolnshire, Derbyshire and Northamptonshire, hopes to harness the popularity of recent Hollywood movies to help promote the counties and increase tourism generally, the BBC reports.
With £2.5 million of funding from East Midlands tourism, various campaigns are being launched including harnessing the publicity from movies filmed in the region, such as Pride and Prejudice and The Da Vinci Code.
Richard Dickinson, chief executive of East Midlands Tourism, said: "This is a significant amount of money and it will be used... to deliver some hard hitting campaigns which will really help put us on the map as a new destination."
A variety of schemes and initiatives will be supported by the funding, including encouraging more mature tourists to book short breaks online, in Northamptonshire, promoting themed activity breaks in Leicestershire and raising the profile of Lincolnshire's historic market towns, which could appeal to visitors with travel insurance over 65. 
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