Short break ideas in the rejuvenated City of Leicester

A new guide for visitors looking to enjoy a city-based short break in the UK has been launched to celebrate the ‘transformation’ of Leicester. The city is currently undergoing a £3 billion regeneration programme and the new guide celebrates this transformation by providing ideas and recommendations for a perfect city break – from inspirational shopping and boutique accommodation, to world-class theatre and award-winning restaurants.

The new guide has been launched to coincide with the opening on 4 September of the new £350 million Highcross Leicester retail and leisure development – set to propel Leicester into the Top Ten of UK shopping destinations. It features information on Highcross Leicester and other major projects in the £3 billion regeneration programme including the opening programme of shows at the iconic new Curve theatre, described as ‘Europe’s most exciting cultural project’, opening in December 2008.

The guide was launched to a national audience when it was distributed as a free supplement with The Guardian newspaper in September 2008.

Martin Peters, Chief Executive of Leicester Shire Promotions, commented: “We wanted to create a cohesive guide that really showcases and highlights the short break opportunities that have been developed to take advantage of the city’s cultural and retail renaissance. We believe that this is one of the most important guides we have ever produced and are confident that it will attract visitors to the city and wider county, encouraging them to extend their stay in our ‘new’ destination.”

Cllr Ross Willmott, Leader, Leicester City Council said: “Leicester currently has a great deal to be proud of, and more is on the way. The face of the city is changing and the preconceptions that people might have about Leicester are being swept away. I welcome this guide and hope that it will encourage more people to come and experience the new Leicester.”

The short breaks guide is the latest phase of an extensive campaign of marketing, advertising, online activity, competitions and PR to promote the transformation of Leicester as part of the ‘One Leicester’ programme. One Leicester features the many activities and developments that are currently changing the face of the city – such as the opening of Curve and Highcross Leicester, the development of a new digital media centre and the completion of the main city centre pedestrianisation improvements.

The aim of the One Leicester initiative, a partnership between Leicester City Council, Leicester Shire Promotions and other city-based public and private sector organisations, is to provide a showcase for the many opportunities for businesses, investors and visitors, as well as encouraging local pride in the city. For more on the One Leicester initiative, visit Oneleicester.com.

The One Leicester activity will be followed by a similar exercise to raise the profile of The National Forest in Leicestershire – a forest in the making, covering 200 square miles.