Reading’s Economy and Destination Agency (REDA) combines our long-standing goals of attracting business and promoting the city, with new priorities which seek to address the current challenges of our changing world.

Led by business, we work in partnership with the private, public and education  sectors to address the barriers to sustainable and inclusive growth and showcase opportunities through economic development and destination marketing activity.

Formerly known as Reading UK, with a successful 15-year history of supporting the local economy and promoting Reading, REDA provides a fully integrated place function for central Reading and the greater Reading area. Supporting businesses through economic development, visitor tourism and town-centre BID services, REDA works closely with key partners including Reading Borough Council, the University of Reading, Activate Learning, Reading College and local schools, to create a more inclusive and sustainable economy and generate new investment.