Northamptonshire Tourism Conference puts county’s future firmly in focus

Northamptonshire is facing a significant opportunity to strengthen its visitor economy as major new attractions, investment and cultural developments could attract more visitors to the county and surrounding region.

That was the message running through the Northamptonshire Tourism Conference 2026, where business leaders, tourism operators and public sector representatives gathered at Kettering Park Hotel on Wednesday 7 October to consider how the county could make the most of the changes ahead.

Organised by Discover Northamptonshire, the conference explored the future of a sector already worth around £1 billion annually to the county, with ambitions to increase visitor spending to £1.1 billion by 2030.

Among the developments on the horizon is Universal’s planned theme park resort in neighbouring Bedfordshire, expected to open in 2031, alongside Model Britain, a proposed national visitor attraction which has identified West Northamptonshire as its intended home.

Sarah Thorne, who leads infrastructure, programme and delivery work at Model Britain, outlined ambitions for the attraction to become a national destination, bringing Britain’s landmarks and landscapes to life in miniature. The project could give Northamptonshire a new reason for visitors to travel to the county, with potential benefits for nearby hotels, restaurants and other tourism businesses.

Meanwhile, Rosie Kavanagh, Universal’s liaison officer, discussed opportunities for local businesses to become involved in the resort’s supply chain and the importance of developing skills across the region. Corby’s bid to become the UK’s first Town of Culture added to the sense of opportunity.

Yet a recurring question throughout the conference was whether Northamptonshire is doing enough to make the most of the attractions it already has.

The county boasts historic houses, countryside, motorsport, award-winning hospitality and a rich cultural heritage. Nevertheless, day visits account for 93% of domestic trips in the figures underpinning its tourism strategy.

For Robin Tjolle of VisitEngland, the challenge is persuading visitors to look beyond a single attraction and discover what else Northamptonshire has to offer.

“I think it’s time to not be undiscovered,” he told delegates.

He encouraged tourism businesses to work together, recommending neighbouring attractions, restaurants and accommodation to create experiences that turn day trips into longer stays.

There is evidence of the county’s appeal beyond its traditional audiences. Joe Buckley, whose Tollemache Arms in Harrington won bronze at the VisitEngland Awards for Excellence, described welcoming customers from China and France following the pub’s national recognition.

Digital creator Jing Wei reinforced that message, arguing that businesses could achieve more by telling the stories behind their attractions rather than concentrating solely on what they sell.

“Sometimes we don’t necessarily have to invent a whole new experience. We just have to get better at telling stories about these experiences that are already here,” she said.

The importance of making Northamptonshire welcoming and accessible to everyone was another theme, with Andrew Miller MBE and adventurer Nick Wilson challenging businesses to remove barriers that deter disabled visitors.

Richard Clinton, chair of Discover Northamptonshire, opened the conference by celebrating the county’s recent achievements and urging businesses to build partnerships that strengthen its visitor offer.

That call for collaboration carried through to the closing discussion chaired by broadcaster Claire Thomas, which considered how the opportunities identified throughout the day could translate into practical action.

With significant investment approaching, Northamptonshire’s challenge is not simply to attract more visitors, but to persuade them to stay longer, explore further and spend more with the businesses already here.

Pictured: The Game Changers panel at Northamptonshire Tourism Conference 2026. Pictured from left: Emily Taylor Dawson, Department for Culture, Media and Sport; Rosie Kavanagh, Universal Destinations & Experiences; Amy Lewis, Corby’s UK Town of Culture bid; Sarah Thorne, Model Britain; and panel chair Claire Thomas, broadcaster.