Tourism campaign delivers spending boost

A national tourism campaign has helped deliver an estimated 11 per cent increase in visitor spending in County Durham while encouraging more people to stay overnight and explore the county.

Next Stop Durham, Visit County Durham’s latest national destination marketing campaign, reached more than 18 million people between autumn 2025 and spring 2026 as it sought to raise the county’s profile as a UK break destination.

Independent evaluation found estimated visitor spend was 11 per cent higher than during the previous campaign.

The proportion of respondents who said the campaign influenced them to stay overnight also increased from 11 per cent to 15 per cent, supporting efforts to encourage visitors to spend longer in the county.

Visit County Durham, Durham County Council’s tourism service, developed the campaign around the county’s position on the London-York-Edinburgh tourist corridor, targeting people who may otherwise travel through the area by road or rail without stopping.

Through national media partnerships, influencer collaborations, targeted digital advertising and outdoor campaigns in London, Manchester and along the East Coast rail corridor, visitors were encouraged to stop, stay and explore more of County Durham.

The campaign showcased the county’s heritage, outdoor attractions, food and drink and accommodation, with participating destinations including The Bowes Museum, Ushaw Historic House, Chapels & Gardens, The Auckland Project, Beamish, Locomotion, Raby Estates, Dalton Park, Lumley Castle Hotel and Seaham Hall Hotel.

Its impact extended beyond attracting visitors in the first place, with 71 per cent of respondents saying the campaign encouraged them to visit an attraction they had not originally planned to see.

Among those who already had a trip planned, 14 per cent said they stayed longer because of the campaign, while overnight visitors reported spending more per night.

Day visitor spending also increased compared with 2024-25.

More than half of respondents said Next Stop Durham had definitely influenced their decision to visit the county for either a day trip or longer stay.

Duncan Peake, chair of Visit County Durham and chief executive of Raby Estates, said: “Next Stop Durham demonstrates what can be achieved when the tourism sector works together to promote the county. 

“By combining our strengths and showcasing the variety of experiences available, we have been able to inspire more visitors to choose County Durham, stay longer and explore more. 

“The campaign has delivered strong results, from increasing visitor spend to encouraging more overnight stays and helping people discover attractions they may not have previously considered. 

“This highlights the strength of County Durham’s tourism offer and the value of continuing to raise awareness of everything the county has to offer.”

The campaign could also provide a longer-term boost, with 27 per cent saying it had changed their perception of County Durham and made them more likely to visit in future.

Rhiannon Hiles, chief executive of Beamish, The Living Museum of the North, added: “Next Stop Durham has been a fantastic example of what can be achieved when the visitor economy works together. 

“Beamish is proud to have been part of a campaign inspiring more people to discover everything County Durham has to offer. 

“By showcasing the county’s outstanding attractions, beautiful landscapes and welcoming places to stay, the campaign has encouraged visitors to spend more time here, benefiting businesses and communities across the destination.”

Visit County Durham works with businesses and attractions across the county to grow the visitor economy and strengthen the area’s profile as a destination.

The latest results form part of efforts to turn more of the millions of people travelling through County Durham into staying visitors, spreading tourism spending across local attractions, accommodation providers and communities.

Councillor Karen Allison, Durham County Council’s cabinet portfolio holder for leisure, tourism, regeneration and high street, added: “Encouraging visitors to make County Durham their next stop is an important part of growing our visitor economy. 

“We know many people travel through the county without always realising the incredible range of experiences available here, and Next Stop Durham has helped showcase why County Durham is a destination worth stopping for. 

“It is particularly encouraging to see more visitors being inspired to stay overnight, spend longer here and discover attractions they may not have previously considered. 

“This supports our tourism businesses, strengthens the local economy and helps spread the benefits of tourism across communities throughout County Durham.”

Want your business, product or service to be seen regionally and nationally? Bdaily helps you get your story in front of the right audience, every day. Find out how Bdaily can help →

Join more than 55,000 subscribers by signing up to our daily bulletin each morning here.