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# Councillor says Lichfield must move beyond reputation as a 'hidden secret' for tourists
- URL: https://lichfieldlive.co.uk/councillor-says-lichfield-must-move-beyond-reputation-as-a-hidden-secret-for-tourists/
- Published: 2020-01-20T13:48:13.000Z
- Updated: 2020-01-20T13:48:17.000Z
- Description: https://lichfieldlive.co.uk/2019/12/11/draft-masterplan-drawn-up-for-the-future-of-lichfield-proposes-creation-of-new-city-quarters/
- Author: Lichfield Live
- Tags: Politics, #wp, #wp-post, #Import 2026-07-22 18:18, News

Lichfield must move beyond its reputation as a hidden gem for tourists, a councillor has claimed.

Cllr Iain Eadie, deputy leader of the local authority, made his comments on a podcast hosted by the Lichfield and Tamworth Chamber of Commerce.

A new city centre masterplan is currently being consulted on as Lichfield looks to move on from the Friarsgate debacle, which saw a long-awaited redevelopment scheme collapse after more than a decade of planning.

The new proposals would see [the creation of four distinct quarters](https://lichfieldlive.co.uk/draft-masterplan-drawn-up-for-the-future-of-lichfield-proposes-creation-of-new-city-quarters/) to help better shape future development and identity.

But Cllr Eadie said it was important that Lichfield became more than a short day out for visitors.

> “We have so much to offer – we have to get past being the hidden secret in the Midlands.  
>  
> “We’ve got to try and turn those day visitors into short stay visitors and put Lichfield on the map in the way people might go to Oxford or Chester for a very nice short break.  
>  
> “We know we’ve got so much to offer in Lichfield and the district, whether it’s the National Memorial Arboretum or Chasewater.”  
>  
> Cllr Iain Eadie, Lichfield District Council

The discussion came as [a recent report](https://lichfieldlive.co.uk/report-reveals-lichfield-festivals-boost-local-economy-by-9-2million/) revealed Lichfield’s festivals and events contribute more than £9million to the economy.

And Cllr Eadie believes it is this money which shows how much the city has to gain from growing its reputation.

> “We’ve badged ourselves as the city of festivals and people come here and have a great experience.  
>  
> “It’s really fantastic to see for the visitor economy.”  
>  
> Cllr Iain Eadie, Lichfield District Council

*Click below to hear the full podcast:*

https://audioboom.com/posts/7478625-putting-lichfield-on-the-map