Bridge News in the heart of Matlock is the town's new visitor information point.
Owner of the Crown Square business Gary Twigg and his staff are on hand to offer advice to visitors – and there's plenty of free literature.
The free leaflets range from information about local attractions, cycling and places to visit in the Derbyshire Dales and the wider Peak District.
Bridge News, a newsagent which features a coffee shop overlooking the River Derwent, also sells a range of Ordnance Survey maps for keen walkers and explorers.
A spokesperson for Derbyshire Dales District Council, which is working in partnership with Bridge News, said: "We're delighted to have secured such a convenient location for this visitor information point and it's great news that Gary and his local staff are now offering a friendly and very useful service for visitors to the town."