Visit Leicester has launched a new Hidden Gems campaign designed to showcase lesser-known attractions, experiences and hospitality businesses across Leicester and Leicestershire.
The initiative will highlight places popular with local residents that visitors may not previously have considered, while encouraging tourists to spend longer exploring the city and county.
The campaign will complement established visitor attractions including the King Richard III Visitor Centre, Belvoir Castle, Twycross Zoo and the National Space Centre by promoting additional activities that can form part of a wider itinerary.
Experiences highlighted include tours of Leicester’s street art, the Retro Computer Museum, independent shopping in The Lanes and film and performance at independent cinema Phoenix.
The campaign will also promote Leicester’s food and drink offer, including its restaurants and status as England’s Curry Capital.
Outside the city, attractions featured include Melton Carnegie Museum and the 1620s House, both of which have been recognised through VisitEngland’s Visitor Attraction Quality Scheme Awards.
Foxton Locks and the Triumph Factory Visitor Experience are also among the destinations being promoted.
Visit Leicester intends to use recommendations from local residents to identify further attractions and experiences for the campaign.
Hidden Gems will also be incorporated into wider visitor itineraries combining attractions with places to eat and accommodation, supporting the campaign’s aim of encouraging longer stays across Leicester and Leicestershire.
Mike Denby, Director of Place Marketing and Inward Investment, said: “We are really proud to launch this new campaign, which shines a light on some of the very best venues and attractions our city and county have to offer.
“We know that Leicester locals love these places and I am certain that our visitors will feel the same when they discover them.
“There’s much more to come so keep an eye out as this campaign develops!”
A dedicated Hidden Gems page is now live on the Visit Leicester website, with local residents also being invited to submit their own suggestions as the campaign develops.
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