Reading UK, the economic development company for the town, has unveiled a new identity to better reflect its range of expertise.

The company will now be known as REDA, Reading’s Economy & Destination Agency. Two new websites have been created to help support the town’s business and tourism.

Reading UK was established in 2007 as the economic development and place marketing organisation for Reading. Since then the not-for-profit Community Interest Company has promoted Reading as a place to live, work, do business and visit.

It has worked to grow the economy, develop skills and highlight Reading as a world-class destination for business and leisure.

Adam Jacobs, chair of REDA, said: “For the last 15 years, we have helped our local business community navigate their way through the ups and downs of business life, ensuring that Reading continues to outperform most other UK, and many European, economies.

“Reading is at a truly exciting point in its development, and we are confident that, as REDA, we will be in an even stronger position to continue our mission to boost business and enhance the visitor experience for all those in the Reading region by supporting the local economy, driving investment and promoting the town beyond its borders.”

In recent years the company has:

  • Led the town’s economic recovery from the pandemic
  • Managed and promoted Reading’s two business improvement districts (BIDs)
  • Worked with Reading’s tourism and hospitality sector to promote the town as a visitor destination
  • Developed programmes to upskill local residents to help them access the local job market
  • Co-ordinated events including Twilight Trail in the town centre and 2022’s Reading Biscuit Town

Its work has been within the context of Reading’s 2050 Vision which has been led by REDA, alongside the University of Reading, Barton Willmore and Reading Borough Council.

The new business-focused website,, is designed to help businesses and talented people relocate to Reading and support the existing business community.

It provides information on local business services, inward investment and the Reading economy. It also offers information on the work of REDA and how people can get involved in helping grow the local economy.

To support tourism is the new destination platform.

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