Destination Management

We curate a range of events to drive footfall and highlight the expertise and cultural capital hidden in plain sight in the City Centre. For more information on these and other events in the city centre, visit, the tourism website delivered by St Albans BID in partnership with St Albans Visitor Partnership.

Strategic Objectives and Activities

  • Delivery of destination management strategy.
  • International, National and Regional marketing of the city across a wide range of media including print, digital, TV & Radio to attract a diverse demographic.
  • Growth in footfall and dwell time with monitored statistics.

Some of the popular events which we host annually are:

  • George Street Gin & Jazz
  • Nutcracker Trail
  • Santa‚Äôs Post Box
  • Festive Friends Trail

Many of the events are sponsored, these include:

  • Food & Drink Festival
  • Sustfest
  • Alban Street Festival
  • Christmas Cracker
  • Local Business events
  • Cathedral firework display