About us
Peterborough’s independent destination management organisation, connecting people with the city’s places, experiences, culture, heritage, communities and stories.
A stronger way to tell the story of a city.
Discover Peterborough exists to help people understand, experience and connect with Peterborough more deeply.
We bring together visitor information, culture, heritage, events, businesses, neighbourhoods, landscapes and local stories within one connected destination platform, while working with partners on the wider opportunities that shape Peterborough as a place.
Destination management, from story to street.
The website is the most visible part of Discover Peterborough, but it is only one part of a much wider piece of work.
Promote Peterborough
We give visitors compelling reasons to come, stay longer, explore further and spend locally, connecting attractions, events, accommodation, hospitality, shopping and experiences.
Tell richer stories
We explore Peterborough’s history, people, landscapes, folklore, culture, industries and communities so that discovering the city means much more than browsing a list of attractions.
Connect the city
We work across culture, business, transport, education, heritage, hospitality and community life to help separate parts of Peterborough become part of a stronger and more coherent whole.
Build infrastructure
We are developing a living digital platform that connects information, events, journeys, places and stories rather than functioning simply as an online tourism brochure.
The website is where you see the work. It is not where the work ends.
Destination management is about the relationship between the visitor economy, the places people experience and the confidence a city has in its own identity.
Bring people in
Make Peterborough easier to discover, understand, reach and experience, encouraging longer stays, return visits and more local spending.
Connect the city
Link culture, heritage, transport, businesses, neighbourhoods and public life rather than treating them as separate offers.
Build confidence
Give residents and visitors richer ways to understand what makes Peterborough distinctive and why the city matters.
From information to meaning.
Discover Peterborough is being developed deliberately in layers. Each stage makes the platform richer, more connected and more useful to the people experiencing the city.
Presence
What is there?Establish the places, attractions, businesses, events and practical information people need to discover Peterborough.
Meaning
Why does it matter?Add history, context and stories that transform information into a deeper understanding of the city.
Connection
How does everything relate?Connect places, journeys, stories and experiences so that one discovery naturally leads to another.
Personalisation
What does this mean for me?Make discovery increasingly relevant to different people, interests, communities and ways of experiencing Peterborough.
Peterborough first.
Discover Peterborough is built around the identity and needs of Peterborough itself. Independence allows us to collaborate widely while keeping the city, its communities and its visitor economy at the centre of the work.
Peterborough’s character, communities and opportunities shape the work.
We connect and amplify what businesses, organisations and communities already do well.
A strong visitor economy should strengthen local confidence, opportunity and quality of place as well as attracting visitors.
Discover Peterborough is a living project, designed to develop as Peterborough develops.
Advice, insight and a wider city voice.
The Peterborough Tourist Board acts as an advisory body , bringing together experience and perspectives from across Peterborough’s visitor economy and its wider cultural, commercial and community sectors.
Discover Peterborough works with the Tourist Board alongside businesses, transport providers, cultural organisations, institutions and other partners as Peterborough develops its visitor offer and wider approach to placemaking.
Discover Peterborough is the independent destination management organisation and delivery platform. The Tourist Board provides advice, collaboration and sector insight.
Discover Peterborough
Destination management, digital infrastructure, campaigns, content, partnerships, visitor information and practical delivery.
Peterborough Tourist Board
A forum for sector insight, advice, collaboration and perspectives from organisations across the visitor economy and wider city.
Help us show what Peterborough really is.
If you run a visitor business, cultural organisation, attraction, event, community project or initiative that contributes to the life of Peterborough, we would like to hear from you.