Sunderland sends postcard to the world

A North East city is unveiling a fresh plan to attract more visitors and boost its local economy through tourism.

Sunderland City Council, Sunderland BID, key attractions such as the Sunderland Empire and Sheepfolds Stables, as well as tourism bodies including VisitEngland, have collaborated on the city’s first tourism strategy. 

Launched at an event at Roker Hotel, the plan aims to showcase Sunderland’s stunning coastline, rich history, growing arts community and expanding food scene, including a new dedicated Sunderland food tour from Triple A Food Tours.

Stakeholders also revealed new visual content to highlight the city’s attractions.

The strategy is the result of months of consultation with local tourism businesses and coincides with the launch of a new Seafront BID, run by the same team behind Sunderland BID, which is focused on promoting Sunderland’s coastal assets. 

Sharon Appleby, chief executive of Sunderland BID, said: “Tourism represents a significant opportunity for us in Sunderland and, the launch of this strategy and indeed the formation of a Seafront BID that can further augment the city’s tourism efforts means we are in a great position to make sure that we build on our strengths.

“Sometimes, as people who have been in the city for years, we can forget just how spectacular parts of this place are – from our stunning beaches, rolling green hills and fantastic assets from restaurants to independents and visitor attractions, it’s all here – and it’s only getting better.

“We have a fantastic opportunity with the launch of this strategy and the campaigns that will follow to position Sunderland to new audiences who will want to come and experience what we have to offer.”

With tourism already supporting over 4500 jobs in the city and attracting more than 8.5 million visitors in 2023, the strategy aims to build on this success and further boost the city’s appeal to tourists from across the UK and beyond.

Councillor Beth Jones, cabinet member for communities, culture and tourism, added: “This is an important step forward for Sunderland, as we launch a new strategy that confidently positions our city as a place for visits, day trips and short stays.

“Tourism already plays a pivotal role in our city’s economy, culture and identity and this is about building on that success, as a foundation of sustainable growth. 

“We have fantastic natural assets that already play a part, but as Sunderland transforms, our proposition only grows stronger and we are ensuring that we have the infrastructure, networks and support in place to accelerate Sunderland’s development in this space.”

Marie Nixon, theatre director at Sunderland’s Empire Theatre, added: “We’re really proud to play our part in attracting tourists to Sunderland, and – with the launch of a new strategy that aims to maximise the opportunity they bring to the city – this is an important moment for us and one that will bring wide-ranging benefits to people and businesses in the area.”

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →