The Suffolk and Norfolk Local Visitor Economy Partnership (LVEP) has launched a new digital infrastructure using its ‘Naturally – A Welcome for All’ placemaking brand. This means new consumer-facing websites for Visit East of England, Visit Norfolk and Visit Suffolk and a new corporate LVEP Industry site. Underpinned by a single content management system, it allows for seamless movement for customers across the sites, understanding that visitors do not abide by geography but rather by interests and experiences.
The ‘Naturally – A Welcome for All’ placemaking brand has been developed with consultant Mary Harris of Bird Global and celebrates Norfolk’s and Suffolk’s Unique Selling Points of distinctive landscapes, natural environments, big skies and wildlife as the hook to get potential visitors interested in the overall region, its history and heritage, culture and arts. ‘A Welcome for All’ highlights that Norfolk and Suffolk are accessible-friendly and inclusive.
The imagery and colour palettes used reflect the specific target market, a demographic of 22 to 44 pre-nesters who can travel year-round. The websites focus on specific destinations. On Visit Suffolk: Suffolk Coast, Constable Country and Stour Valley, Suffolk Wool Towns and Heart of Suffolk. On Visit Norfolk: Royal Norfolk and King’s Lynn, Norfolk Coast, Great Yarmouth and Norwich. Then two cross-county destinations specifically on Visit East of England: Broads National Park and Brecks, a National Character Area.
Pete Waters, Executive Director, said, “We’ve traditionally had to observe the arbitrary geography of local authorities who were helping fund our marketing activity. With the advent of VisitEngland LVEP accreditation for Norfolk and Suffolk we were able to release the shackles and reshape our destinations by SEO, AI and CX (Customer Experience) which has made a huge difference to how we can engage with potential visitors.”
The new digital content management system and websites have been developed by Destination Core using the ‘Naturally – A Welcome for all’ placemaking brand. With the new consumer-facing websites launched, the Norfolk and Suffolk LVEP is turning its attention to promoting the region with an autumn campaign ‘Home of the Harvest: Come Hungry’.
The LVEP has employed consultant Deborah Brookes to work on travel trade activity and engagement with a dedicated website to come later in the summer. All the activity reflects the objective to develop a year-round visitor economy for Suffolk and Norfolk, and to spread demand seasonally and geographically.
In 2024 Suffolk’s and Norfolk’s visitor economy was worth a combined £5.9 billion and employed 120,000 people. It is the largest sector and biggest employer. The region attracted 87 million overall visitors, of which 4.5 million were staying visitors.
For more information, visit the Suffolk and Norfolk LVEP Industry site. For general enquiries email Pete and for travel trade enquiries, find the contact information here.
