European Football secures global spotlight for Nottingham and Nottinghamshire

Nottingham Forest’s qualification for European football is a landmark moment for the city and county – unlocking new opportunities to boost tourism, attract investment and enhance Nottinghamshire’s international profile.

Marketing Nottingham & Nottinghamshire – the official place marketing organisation for the region and the umbrella for the Visit Nottinghamshire and Invest in Nottingham brands – has welcomed the announcement as a major step forward in raising the area’s visibility on a global scale.

After a 30-year hiatus from European competition, Forest’s return to the continental stage for the 2025/26 season is more than a sporting milestone – it’s a chance for Nottingham to showcase itself as a dynamic and welcoming destination to a new international audience, many of whom may be experiencing the city for the first time. 

Megan Powell Vreeswijk, Chief Executive of Marketing Nottingham & Nottinghamshire, said: “Congratulations to Nottingham Forest Football Club! This is a unique opportunity to strengthen Nottingham’s position as a thriving, internationally connected city. With European football on the horizon, we’re not only preparing to welcome new visitors – we’re also focused on leveraging this spotlight to forge new partnerships, grow our visitor economy, and demonstrate everything that makes Nottinghamshire a distinctive and compelling destination on the European stage.”

Marketing Nottingham & Nottinghamshire sees this moment not just as a celebration of sporting success, but as a catalyst to deliver tangible economic and reputational benefits for the region.

Through its Visit Nottinghamshire brand, the organisation is developing plans to showcase the area’s rich cultural offering, heritage attractions and warm hospitality. The team will be working closely with local tourism partners to welcome visiting supporters, encouraging them to extend their stay and explore more of what Nottinghamshire has to offer – from world-famous legends like Robin Hood and literary icons such as D.H. Lawrence, to the vibrant arts scene, historic landmarks, and green open spaces.

“European matchdays bring with them a chance to turn first-time visitors into future ambassadors for Nottinghamshire,” a spokesperson for Visit Nottinghamshire said. “By highlighting our culture, stories and experiences, we hope to leave a lasting impression and encourage repeat visits long after the final whistle.”

In parallel, the Invest in Nottingham team is focusing on how this increased international attention can reinforce Nottingham’s credentials as a hub for innovation, enterprise, and growth.

“European football offers a powerful platform to showcase Nottingham to investors and businesses overseas,” said a spokesperson for Invest in Nottingham. “We’re a forward-looking, ambitious city with strengths in life sciences, digital tech, financial services, and creative industries. This visibility helps tell that story on a broader stage.”

Marketing Nottingham & Nottinghamshire will coordinate cross-sector efforts to ensure the region is ready to make the most of this moment – from destination marketing and investment promotion, to strengthening ties with local businesses, education institutions and hospitality providers.

With Nottingham Forest proudly heading back onto the European stage, the city and county are ready to turn this momentum into a long-term legacy of growth, pride and global recognition.