A new campaign will celebrate Cheltenham's food and drink offering, providing a much-needed boost to the town's hospitality sector.

Named 'The Great Taste of Cheltenham', it will run for the next six weeks and looks to highlight establishments in the town, showcasing its diverse dining offer.

Cheltenham has long been known as a foodie destination, from its award winning and Michelin-starred dining through to some of the best independent and up and coming eateries in the region.

But as new national guidelines are introduced, The Great Taste of Cheltenham seeks to remind people of just how special Cheltenham's local food & drink scene is - and why continuing to support the hospitality sector is more important now than ever.

Organised by Marketing Cheltenham on behalf of Cheltenham Business Improvement District (BID), The Great Taste of Cheltenham will encourage locals and visitors to discover new eating spots and try new cuisines - but will also reveal more about the stories and faces behind the businesses.

David Jackson, manager of Marketing Cheltenham, said: "Cheltenham's hospitality and food and drink scene is a really big part of the town's identity and DNA - and we're lucky to have such an exceptional range of independent and award-winning cafes, restaurants and chefs on our doorstep.

"From our Masterchef finalists and Michelin-recommended restaurants through to our authentic and original Sri Lankan street food, Cheltenham's food and drink scene competes with the top foodie destinations anywhere in the country. The Great Taste of Cheltenham is our way of reminding people of that and how important it is that we continue to support these businesses through these uncertain times."

Belinda Hunt, operations manager at Cheltenham BID added: "We hope that the timing of this campaign will come at just the right moment to support the many hospitality businesses across Cheltenham who were forced to close their doors during the Covid-19 lockdown.

"The range and quality of our food & drink offer here in Cheltenham really is superb, so the BID is pleased to bring you The Great Taste of Cheltenham as a wonderful way of telling this story and encouraging both locals and visitors back into the town."

The campaign, which will be hosted on the Visit Cheltenham website and social media channels, will also feature a series of new videos with local foodie favourites The Taste Plug.

And following on from its own recent launch, Cheltenham's new collective of independent hospitality businesses, TURF, are also partnering on the campaign.