Entered by Norwich Business Improvement District / VisitNorwich

There are no shortage of reasons to visit Norwich: a medieval city centre, independent businesses, a thriving cultural scene, outstanding food and drink, and a reputation for creativity. But those strengths were often communicated separately, making it harder to build a distinctive and memorable picture of the city as a contemporary destination.

At the same time, domestic tourism was becoming increasingly competitive, with audiences facing more choice and greater pressure on discretionary spending. Norwich needed to compete for attention beyond its immediate catchment and challenge the perception of the city as somewhere defined primarily by its history.