BUSINESSES were told to work together to promote the Peak District as a world-class tourist destination.
The Duke of Devonshire issued the rallying call at the annual conference of Visit Peak District and Derbyshire.
Hundreds of members of the tourist industry in the area turned out to the event, held in Buxton’s Pavillion Gardens, which had a special focus on food and drink.
Celebrity chef Simon Rimmer was on hand to give advice on how businesses could boost profits.
The Duke urged them to become members of the local tourist board to play a role in its marketing strategies.
He said: “It is clear we need a stronger voice to be a much stronger destination, and to work together in our marketing efforts to attract more visitors to stay longer.
He added: “We must shout extremely loudly to get the Peak District in the forefront of people’s minds.”