Senior tourism leaders have launched a plan to bolster visitor numbers to sites in Shakespeare’s England, ahead of the 400th anniversary of The Bard’s death next year.

Shakespeare’s England – the tourism organisation for Stratford-upon-Avon, Warwick, Kenilworth, Royal Leamington Spa and surrounding areas – recently revealed details of the region’s first ever destination management plan (DMP) at Kenilworth Castle in front of an audience of local tourism stakeholders.

The event, attended by VisitEngland CEO James Berresford, outlined how local tourism businesses and key stakeholders such as Birmingham Airport can work together to ensure that this intrinsic part of the local economy continues to grow and develop.

Shakespeare-themed tourism is big business for the region, with the latest figures showing that from 2012 to 2013 its value rose 15 per cent to £631m per annum. Furthermore, over 11,000 people are employed in the Shakespeare’s England tourism industry.

VisitEngland sees the development of DMPs throughout England as an essential tool for delivery of a successful visitor economy. It says the DMP will focus effort, reduce duplication and maximise investment in the right areas, bringing independent and individual partners together to benefit and develop the visitor economy.

The destination management plan outlines seven key areas for the development of the local visitor economy. These include enhancing the evidence base for information on tourism, destination and infrastructure development, market development, communication of the regional offer, product development, welcome and information, and the skills and business development.

“It is fantastic that Shakespeare’s England has taken the lead to bring tourism businesses in the area together to create this destination management plan,” said VisitEngland chief Berresford.

“These plans are an important part in the development of the local visitor economy and will help ensure that Shakespeare’s England continues to be one of the country’s leading tourist destinations.”