Holidaymakers urged to choose Durham

A North East county is stepping up to attract more UK holidaymakers.

Visit County Durham has launched its national campaign, ‘Next Stop, Durham’, designed to encourage visitors to stop, stay and explore the county’s attractions, events, outdoor adventures, history and food and drink. 

Running from autumn 2025 through to spring 2026, the initiative aims to position Durham as a top staycation destination.

The campaign builds on the success of last year’s effort, which reached over 18 million people and contributed an estimated £165 million in visitor spend. 

Durham’s visitor economy is already strong, generating £1.38 billion in 2024, with overnight visitors accounting for 43 per cent of total expenditure. 

Expanding longer stays is therefore a key focus for Visit County Durham.

Duncan Peake, chair of Visit County Durham and chief executive of Raby Estates, said: “We’re proud to be part of this high-profile national campaign, working in partnership to benefit the county’s visitor economy. 

“By teaming up with partners across the sector for the Next Stop Durham campaign, Visit County Durham can deliver additional, high-profile marketing activity that shines a light on just how much there is to do in County Durham. 

“It is important to highlight the county’s visitor offer which includes award-winning attractions, incredible heritage and fantastic places to eat and drink.”

Visit County Durham is delivering the campaign in partnership with leading local attractions including The Auckland Project, Beamish, Locomotion, Raby Estates, Ushaw Historic House and The Bowes Museum, alongside hotels such as Lumley Castle, Seaham Hall and Radisson Blu Durham.

The campaign will engage audiences through national media partnerships, influencer content, digital advertising and high-impact out-of-home displays. 

By targeting travellers en route to popular destinations such as York, Edinburgh and the Lake District, ‘Next Stop, Durham’ hopes to encourage holidaymakers to discover new experiences and extend the county’s visitor season, benefiting local businesses and communities alike.

Councillor Karen Allison, portfolio holder for leisure, tourism, regeneration and high street at Durham County Council, added: “Encouraging visitors to make County Durham their next stop is an important message, as evidence shows that many potential visitors pass through the county instead of taking the time to stay and explore. 

“By highlighting the huge amount there is to do we are encouraging people to not just visit County Durham but to stay longer, which is crucial to supporting tourism businesses and delivering sustainable economic growth.”

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