Destination Management

As the Destination Management organisation for St Albans we are responsible for spreading the word about our wonderful city and highlighting everything we have to offer to Shop, Eat, Stay and Enjoy St Albans.

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. You can also find us on Facebook and Instagram @enjoystalbans and @shopstalbans where we post regularly about the town, our local businesses and events.

The St Albans Visitor Partnership is a voluntary group working collectively to deliver the agreed Destination Management Plan objectives and outcomes for St Albans:

  1. St Albans to be the No 1 place to eat, drink, live, work, play and stay in Hertfordshire within 5 years.
  2. St Albans to be in the UK’s top 10 for day trippers, staycations, and international visitors within 5 years
  3. Provide new investment and resource, funding and signposting for capital projects, events, attractions, and initiatives which support footfall to our district
  4. Encourage employment in our tourism industry through facilitating initiatives and projects which benefit footfall and working with apprentice schemes and other Government support
  5. Identify and grow new events, activities & promotions in partnership with the SAVP Destination Management stakeholders
  6. Work with local communities, particularly the key stakeholders in this industry sector on initiatives to benefit footfall.

To read the Destination Management Plan, click HERE.

Our Role, Strategic Objectives

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

Some of the popular activities which we host annually are:

  • Christmas fun such as the North Pole Post Office (2022), Nutcracker Trail (2022) and The Gingerbread Trail for 2023
  • Seasonally themed trails, for example Halloween, Easter and the Coronation
  • Street performers such as Choirs, Jesters and bands

We also sponsor events and activities around town, these include:

  • St Albans Feastival – Food & Drink Festival (delivered by SADC)
  • Alban Street Festival  (delivered by SADC)
  • Local Business events such as George Street Gin & Jazz

We also sponsor events around town, these include:

  • Food & Drink Festival
  • Alban Street Festival
  • Local Business events