Sunderland rides high on tourism wave

Sunderland is enjoying a surge in tourism-driven economic growth.

The city recorded a six per cent increase in the economic impact of overnight stays in 2024, according to new data from STEAM. 

Visitor numbers staying in the city rose by 1.8 per cent, with tourists staying longer and spending more, particularly on food and drink, which now accounts for over 38 per cent of the sector’s economic contribution.

The city’s tourism economy topped £620 million last year and supports more than 4500 jobs. 

The news comes just weeks after Sunderland City Council, Sunderland BID and partners have included the launch of a long-term tourism strategy and the formation of a Tourism Alliance to build on the city’s appeal over the next decade.

Plans focus on the coastline, arts and culture, hospitality and history, while a newly formed Seafront BID aims to shine a spotlight on the city’s coastal charm.

Sharon Appleby, chief executive of Sunderland BID, said: “Our city is transforming – the city centre and seafront are both reinvented, with millions of pounds of investment being ploughed into creating vibrant places for people to enjoy.  

“We have lots to be proud of and it’s time to shout about that and ensure we leverage our assets to boost the economy.” 

With a packed events calendar, including the Women’s Rugby World Cup opener at the Stadium of Light, on August 22, as well as Premier League football returning following Sunderland AFC’s promotion, the city hopes 2025 will be another record-breaker.

Councillor Beth Jones, cabinet member for communities, culture and tourism at Sunderland City Council, added: “Sunderland is transforming and we’re seeing that people are attracted now to stay with us overnight and make more of their experience of our fabulous city.

“We’re proud that our visitor count once again stands at more than eight million people, and we hope to see this number rise as we grow our reputation as a destination of choice for people on a regional, national and international level.”

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