New-look free map and guide launched for Cheltenham

Published on 25th July 2017

Cheltenham guide

A new-look free map and guide to Cheltenham has been launched by Cheltenham BID to encourage more people to visit Cheltenham and help them enjoy everything the town has to offer.

As well as detailed full colour maps of the town centre, the guide also focuses on the areas that make Cheltenham special, the major events taking place in coming months and advice on the best ways to get to and around the town.

Some 148,000 copies of the guide, which has been supported by Cheltenham Borough Council and The Jockey Club, have been printed, which marks a new dawn in the promotion of Cheltenham.

BID director Kevan Blackadder said: “Despite the rise in digital technology, most of today’s visitors want a map and key information when they are visiting a town.

“The map and guide will be distributed across the Cotswolds and beyond and we think it will help bring many people to Cheltenham for the first time. There is so much to do and see in Cheltenham and we want to ensure our visitors enjoy the whole town.

“We’re promoting the map and guide as ‘Cheltenham … down to a t’ as our key areas sit on a t, with the Racecourse at the top, the independent shopping areas at the bottom and High Street running across the middle.”

The map and guide had an original print run of 45,000, which has since been increased by 100,000 for The Jockey Club who own Cheltenham Racecourse.  The Jockey Club is circulating it to its international database along with its annual magazine “Kalendar” in September. A further 3,000 have been printed for new students at the University of Gloucestershire.

Matthew Foxton Duffy from The Jockey Club said: “It’s very important to Cheltenham Racecourse to promote the great things happening in the town as well as our own venue. The map and guide is a high-quality product that we’re delighted to share with our supporters.”

Kelly Ballard, who has been leading on the new visitor strategy for Cheltenham, said: “It is so positive to see some of the town’s key organisations working together to promote and support the visitor economy in Cheltenham.  

“The map and guide is crucial because while it is important that visitors feel reassured to know that there is an M&S or Pizza Express, it is the unique and unusual which will give them the excitement and ‘we have to tell our friends’ feelings. 

“Knowing how to get under the skin of a place is often difficult for a visitor. This map is the first step towards helping visitors enjoy Cheltenham more and to keep them coming back.”

The guides will be distributed from the end of July in Cheltenham and throughout the Cotswolds by Glide Media.

The guides are available at the Tourist Information Centre, The Wilson, Cheltenham Art Gallery and Museum, Clarence Street, Cheltenham. GL50 3JT. Tel:01242 237431. Email 




For more information, contact BID Director Kevan Blackadder on 01242 571123 or 07715 770213, e:


A BID is a business-led and business-funded body set up to improve a defined area, with the money raised being spent on a range of projects.

Cheltenham BID has pledged to deliver improvements in five key areas: marketing and promotion, town centre events, parking and accessibility, business support and public realm improvements.

Cheltenham BID, First Floor, Isbourne House, 3 Wolseley Terrace, Oriel Road, Cheltenham GL50 1TH.

The guide was designed by Cheltenham designer Maple Rock  who designed the Cheltenham Pub and bar guide.    

Cheltenham Visitor Economy Strategy. The Cheltenham Tourism Partnership have been working together since 2015 on the ambition to find a bigger and better solution to promoting Cheltenham to the world, and to attract a greater share of the tourism market, both within the UK and internationally.

In 2016 an experienced Destination Marketing Manager, Kelly Ballard, was recruited to lead on developing the tourism strategy and to bring it to life.   The tourism strategy entitled The 5-year Strategy to Grow Cheltenham’s Visitor economy was agreed by Cheltenham Borough Council Cabinet in mid-July and can be found here.

Cheltenham Tourism Partnership is made up of key organisations including The Jockey Club, Cheltenham BID, Cheltenham Borough Council, The Cheltenham Trust, Cheltenham Festivals, Cheltenham Hospitality Association.