East Midlands Poised to Become UK's Next Rural Hotspot as Nobu Announces Rutland Resort

The East Midlands, an often-overlooked region of England, is gaining attention as a potential new hub for rural tourism, drawing comparisons to the established appeal of the Cotswolds. This area, encompassing South Northamptonshire, Rutland, and parts of Leicestershire and Lincolnshire, is being informally referred to as 'The Notswolds.' The region is reportedly attracting a notable number of celebrities, including supermodel Claudia Schiffer and her husband, director Matthew Vaughn, as well as Earl Spencer and his wife, Professor Cat Jarman. Geri Halliwell-Horner and Christian Horner also reside nearby on the Northamptonshire-Oxfordshire border.

This burgeoning popularity is further amplified by the recent announcement that the international hospitality brand Nobu has selected 185 acres in Rutland for its first UK country resort. The company, known for its global network of restaurants and hotels, plans to transform the Woolfox country club into a luxury destination. This move is expected to significantly boost the region's profile among discerning travelers.

The East Midlands offers a landscape of rolling fields and quaint villages, with towns like Stamford noted for their historic architecture and independent shops. Stamford, situated just a ten-minute drive from the proposed Nobu site, features 16th and 17th-century stone buildings and has served as a filming location for period dramas. Nearby, Burghley House, a significant 16th-century estate with gardens designed by Capability Brown, offers a historical and cultural attraction.

Nobu's decision to establish a resort in Rutland is seen as a strategic move into an unsaturated market, drawing parallels to the success of exclusive rural retreats like Soho Farmhouse in the Cotswolds. The proposed Nobu development at Woolfox will include a private members' club, a hotel with 25 hotel lodges and 57 holiday lodges, wellness facilities such as a spa and swimming pool, and a signature restaurant. The brand aims to create a 'nature-led retreat' that combines luxury, fine dining, and a relaxed pace of living.

The East Midlands offers an alternative to more expensive and crowded rural destinations, with potentially more affordable housing and holiday let options. While local pubs and the pastoral scenery are already drawing visitors, the arrival of Nobu is anticipated to elevate the region's status on the national and international tourism map. The development signifies a shift for the area, moving from a quiet, down-to-earth locale to a potential hotspot for luxury tourism.