About us

Company history 


Having evolved from the organisation that managed strategic and operational tourism in Leicester and Leicestershire since 1989 (under the name of Leicester Shire Promotions Ltd), the company is now supporting a growing range of tourism destinations across the country.


As well as continuing to provide a wide range of tourism activity across Leicestershire, LPL has also worked with Lincolnshire, Staffordshire, Rutland, Northamptonshire, Bedfordshire, Birmingham, Stratford, Warwick and Coventry.


Meet the team  


Martin Peters - Chief Executive


Martin has over 30 years’ experience in tourism and place marketing. On a national level, he is a former Chairman and Director of the British Association of Conference Destinations, he helped to establish the British Cities Marketing Board and chaired that organisation for a number of years.  

He was appointed as Vice-Chair of VisitEngland's Destination Management Forum in June 2011. He sat on the national ‘future funding for tourism’ think tank and was part of the national advisory group working with government to explore the introduction of Tourism Business Improvement Districts (TBIDs) into England.   

His particular skills base is developing strategic partnerships of operators and destinations to create a genuine ‘sum of the parts’ effect. He oversees five area tourism partnerships and leads on the highly successful Stay Play Explore short break campaign.   

He has a highly developed understanding of the dynamics and challenges of managing tourism in destinations and the DMO structure. He is a respected figure in the industry and was recognised in 1997 when he was made a Fellow of the Tourism Society.



Janine has 20 years’ experience in tourism and marketing and specialises in developing and delivering strategic marketing objectives for destinations. She also has particular experience in developing events in response to strategic opportunities and manages both the Loogabarooga and Edible Forest Festivals.  

Janine joined the company from the BBC where she worked in local radio. She holds several CIM qualifications and accreditations. Nationally Janine represents the destination on many forums and bodies. She works regularly with VisitEngland to advise on destination engagement with marketing activities.

Allison Gilliver – Marketing Manager: Digital

Allison manages LPL’s consumer-facing websites at www.goleicestershire.com and www.stayplayexplore.co.uk, as well as online ticket sales for festivals in Leicestershire. 



LPL is a private limited company, limited by guarantee. The company is funded through commercial agreements and project-related funding with the public and private sectors.

Board Directors 


Janine Williams

Chris Trail

Martin Traynor

Chas Bishop

Martin Peters