A Destination for all reasons

Why more and more people are finding their way to Reading

Over the last decade Reading has consistently appeared in the top twenty list of destinations on the Inbound Passenger Survey (source Office for National Statistics).  

While most visitors will not be planning a fortnight's holiday here (although who could resist the charms of a break in the heart of the Berkshire countryside?) we are very certain that they are coming here to work, to study, to visit friends, to relax or, ultimately, to live. 

Destination Management in Reading focuses on ways to deliver information about our town to these diverse visitor groups.  It also  seeks ways to promote the town and works in a variety of non-traditional ways to attract more visitors.  And our focus is not just on the staying visitor, but on the hundreds of thousands who visit on a daily basis - whether to work or shop or enjoy an evening out.

The Destination Strategy, which you can download here, is an action plan outlining very clearly the areas which we can deliver, and the areas where we seek to influence change.  It is being delivered by working in partnership with our hotels and guest houses, retailers, transport operators and local agencies.  The document is an integral part of the Strategy for Reading UK CIC, and as such has been adopted by the CIC Board, as well as by Cabinet at Reading Borough Council.