Building better destinations together.
LPL Tourism is a specialist consultancy delivering strategy, marketing, events and digital services for destinations, DMOs and visitor economy operators. We've done the day-job for 30+ years — our advice comes from having actually run the campaigns, the systems and the partnerships we recommend.
End-to-end capability — from big-picture strategy to the day-to-day delivery it takes to make it happen.
Creating, marketing and selling holiday & short break packages is our specialist skill — 30+ years of live experience running Stay Play Explore. We help other destinations do the same, end-to-end.
Long-view strategy for local authorities, DMOs and BIDs. We help destinations articulate a vision, prioritise investment, and set five- to ten-year plans grounded in visitor data and stakeholder consensus.
Marketing plans that connect destination purpose to measurable outcomes — audience insight, positioning, campaign architecture, and channel mix, with clear KPIs and reporting.
From brief to booking, we run integrated seasonal and always-on campaigns — creative, PR, paid social, influencer partnerships, and content — with in-house delivery capability.
Consumer-facing destination websites, content management systems and integrated visitor tools. LPL builds and runs GoLeicestershire and StayPlayExplore end-to-end.
From concept through operations. LPL has delivered tourism awards, product launches, familiarisation trips and multi-day festivals across the East Midlands and beyond.
Building networks of visitor economy operators, running membership programmes, and providing the ongoing management structure a modern DMO needs to hold itself together.
Retained advisory work for boards, senior teams, and public-sector partners. Mentoring, board development, governance reviews and interim leadership.
Where a tourism-adjacent business needs a new revenue stream — retail, corporate, weddings, education — we bring product-development thinking and route-to-market expertise.
Operational reviews of visitor-facing systems: booking, CRM, data flow, integrations and reporting. Practical recommendations, not consultancy PDFs that sit on a shelf.
Create & sell short break packages with a team that's been doing it for 30+ years.
LPL is one of the longest-standing organisations in the country creating, marketing and selling holiday and short break packages — and also one of the most successful. Our Stay Play Explore campaign is proof: 6,000+ bookings and 45,000+ visitor nights delivered from a single destination platform we built and run ourselves.
We're opening the doors on that expertise to other destinations. If your area wants an integrated short-break product — properly packaged, professionally marketed, and sold through a modern booking engine — we'll bring the strategic thinking, the operational muscle, and the sophisticated backend systems we've refined over three decades.
- End-to-end product design — themes, itineraries, partner sourcing, commercial terms
- White-label booking engine + CRM + reporting, built specifically for destination short breaks
- Consumer marketing that actually converts — email, paid, PR, influencer, and content
- Partner onboarding, commissioning models, and ongoing account management
- Package bookings delivered
- 6,000+
- Visitor nights delivered
- 45,000+
- Destinations supported
- 10+
- Years running the platform
- 30+
Who you'll actually be working with.
Martin has more than 30 years' experience in destination management, tourism, place marketing and organisational leadership. Throughout his career he has worked with local authorities, businesses, destination organisations and government agencies to develop strategies, build partnerships and deliver practical solutions that achieve measurable results.
His previous national roles include Chairman of the British Association of Conference Destinations, founding member of the British Cities Marketing Board, and Vice-Chair of VisitEngland's Destination Management Forum. He has also contributed to a number of national working groups and think tanks examining tourism funding, destination management and Tourism Business Improvement Districts (TBIDs), and has led and supported multiple area tourism partnerships. Martin has been a Fellow of the Tourism Society since 1997.
Martin is particularly recognised for his strategic thinking and his ability to bring clarity to complex issues. He has a strong track record of helping organisations define priorities, develop practical strategies and turn ambitious ideas into deliverable plans. He is known for making complex projects easy to understand, enabling boards, directors and senior leadership teams to make confident decisions. Alongside organisational strategy, he provides mentoring, business support and trusted advice to directors, senior managers and business leaders, helping them navigate change, manage challenging projects and achieve sustainable growth.
20+ years in tourism and marketing. Specialises in translating destination purpose into measurable marketing outcomes — campaigns, festivals, and bespoke projects. Multiple CIM qualifications; represents Leicestershire on numerous VisitEngland forums and sits on the VisitEngland Tourism Awards steering group.
Built on 35 years of destination experience.
Company history
LPL Tourism evolved from the organisation that managed strategic and operational tourism in Leicester and Leicestershire since 1989 (originally trading as Leicester Shire Promotions Ltd). Today the company supports a growing range of destinations across the UK.
Structure
Private limited company, limited by guarantee. Funded through commercial agreements and project-related work with the public and private sectors.
Registered company no: 02785317
Registered office
LPL Tourism Ltd · 2 High Street · Loughborough · Leicestershire · LE11 2PY · United KingdomInterested in working with us?
Whether it's a specific project, a retained advisory arrangement, or an initial scoping call — drop Martin a line and we'll come back within a couple of working days.