Published on 23rd November 2017

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Marketing Cheltenham is a new service set to raise Cheltenham’s profile as a visitor destination and encourage more visitors to the town, regionally, nationally and internationally.

Businesses interested in the visitor economy are welcome to an official launch event at 11am, on 29 November at Cheltenham Racecourse.

Tourism is currently worth over £154million to the local Cheltenham economy,  and big ticket events such as the racing meets, and the Cheltenham Festivals have drawn in the crowds’. Marketing Cheltenham is set to build on that, with an ambitious target to significantly increase tourism value capitalising on its year-round appeal. 

Established by Cheltenham Borough Council, in partnership with Cheltenham BID and Cheltenham Tourism Partnership, the new organisation has appointed experienced destination marketer Kelly Ballard to lead the strategic initiatives. Together with partners, an ambitious five-year plan has been drawn up, which sets out how Cheltenham will attract additional visitors and increase the time they spend here. Encouraging more visitors to Cheltenham will ensure the vibrant cultural scene and fabulous array of food, drink establishments continue to thrive and to be enjoyed by the residents of Cheltenham.  Presenting a vibrant town will also have a positive knock-on effect for encouraging people to study and move to or stay in Cheltenham for work. 

Cllr Steve Jordan, leader of Cheltenham Borough Council who is opening the event said, “We are delighted to be working in partnership with some of the key organisations in Cheltenham’s visitor economy on this initiative. The council is really keen to ensure that Cheltenham is welcoming for tourists but remains a thriving place to live and work for our residents. The plans within the strategy have been agreed with organisations representing retail, hospitality and the cultural sector. We are looking forward to the new developments that this activity will bring.”

Kevan Blackadder, Cheltenham BID Manager said “We are really pleased that Marketing Cheltenham has been created as it fits the BID’s needs to increase footfall into the town centre. We cannot afford to be complacent, we have strong competition from shopping destinations like Bristol and Birmingham on our doorstep, not to mention the increasing numbers of people shopping online.  We need to ensure that our town centre continues to thrive for our residents and businesses

For 2018, the focus for Marketing Cheltenham is to establish the tools, campaigns, relationships and partnerships that will ensure the initiative meet its targets. Redesigning is a priority to make it more informative and user-friendly, there will also be a review of the current tourist information centre to ensure it better serves businesses, residents and visitors to the town physically and digitally.

Kelly Ballard comments “We will promote the reasons why people should visit Cheltenham over other destinations.  During the next 18 months we will be working closely with our partners, in particular Cheltenham BID, creating marketing initiatives that promote Cheltenham as a stylish, cosmopolitan, historic town with a vibrant atmosphere that is great for foodies, shopping, festivals, as a base for the Cotswolds and of course enjoying the best jumps racing in the world.”

The initiative has also appointed local tourism marketing agency apt marketing & pr to support the design, development and promotion of all the campaigns and to support with the membership offering for local businesses.

Businesses interested in finding out more or getting involved can attend the launch event of Marketing Cheltenham at Cheltenham Racecourse on Wednesday 29thNovember 2017 from 11am to 1pm. Places are limited, so to reserve your space, please email Kelly Ramsay [email protected].

To find out more about Marketing Cheltenham or to read the five-year plan, please visit

Kelly Ramsay – Account Director [email protected]  
01242 250692 
apt marketing & pr 


Easily accessible from the M5, Cheltenham is an ideal year round destination for days trips and short breaks. The spa-town of Cheltenham nestled closely with the Cotswolds is renowned for its Regency heritage, cultural renaissance, shopping, theatre and festivals. Consumer information can be found at 

Marketing Cheltenham is part of Cheltenham Borough Council’s Place Making plans to ensure the town thrives for its residents and businesses.

Business and member information can be found at