East Midlands Tourism (EMT) is set to deliver a range of programmes to improve the quality of the visitor experience.

The campaign – entitled Perfect Days – will feature mystery shoppers; a visitor complaints procedure; a partnership project with taxi drivers to ensure visitors receive an informed and friendly welcome; professional training for students working in the industry and listening posts through which tourists can feed back to EMT.

Chief executive Richard Dickenson said the campaign aims to look at how quality can be improved “from the moment a visitor chooses to come to our region through to when they finally leave for home and start planning their next visit.”