As the Destination Management Organisation for St Albans we help attract tourists and support businesses by spreading the word about our wonderful city and highlighting everything we have to offer to Shop, Eat, Stay and Enjoy in St Albans.

This includes marketing and advertising campaigns, regular PR and listings, delivering events and developing partnerships, as well as producing the official Visitor Guide and liasing with key stakeholders and tourism and travel networks.

The city’s tourism website is also delivered and managed by St Albans BID.

You can find us on Facebook and Instagram @enjoystalbans the official St Albans destination account and @shopstalbans where we post regularly about the latest events, offers and news from our local businesses.


St Albans Visitor Partnership

The  is a voluntary group working collectively with St Albans BID to deliver 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 and 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

Our Role & Strategic Objectives

  1. Delivery of destination management strategy and associated KPI’s.
  2. 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.
  3. Growth in footfall and dwell time with monitored statistics.

To read the Destination Management Plan, click HERE.

View the new Enjoy St Albans Brand Guidelines HERE.

View the latest PR coverage report HERE.

Activities & Events

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 (2023)
  • Seasonally themed trails for Easter, Halloween and Christmas
  • Street performers such as choirs, jesters and bands
  • Local Business events such as George Street Gin & Jazz