‘Bonkers’ campaign drives tourism growth

A County Durham regeneration charity has reported a surge in summer ticket sales as its campaign to attract more visitors to a historic market town gathers momentum.

The Auckland Project recorded a 26 per cent rise in ticket sales during July and August, despite challenging conditions across the UK tourism sector.

The charity, which operates attractions including Auckland Palace, the Spanish Gallery, Mining Art Gallery and Faith Museum, reported year-on-year revenue growth of 27 per cent in July and 25 per cent in August.

Combined revenue across the two months increased by almost 26 per cent compared with summer 2025.

Stephen Reed, director of marketing and communications at The Auckland Project, said: “The history, art, nature, and good food that we have here in Bishop is slightly bonkers. 

“We’ve captured that and delivered an ambitious national and regional campaign which breaks the mould and these results show that’s resonated with the visiting public.

“Bishop's alive with so many things to do, experience and enjoy and we’re bringing that to life as we build on this success into next year.”

The growth follows investment in The Auckland Project’s multimedia ‘Bishop’s alive’ campaign, which promotes Bishop Auckland's heritage, culture and attractions while encouraging visitors to enjoy a “bonkers day out”.

YouGov research involving more than 1000 people across the Tyne Tees region suggests positive associations with Bishop Auckland increased by between 20 and 30 per cent between May and September.

Founded in 2012, The Auckland Project is working to establish the town as a cultural destination through heritage-led regeneration, education and community engagement.

Its attractions also include Auckland Palace's restored gardens and the 150-acre Deer Park, while the Faith Museum received national recognition at the 2024 Building Beauty Awards.

The charity additionally works with schools, colleges and community organisations to support local economic growth and create opportunities.

Jane Ruffer, chief executive and co-founder of The Auckland Project, added: “These results are hugely encouraging and reflect the progress being made in establishing Bishop Auckland as a cultural destination.

“To see such strong growth at a time when many attractions are facing challenges is a real testament to Bishop Auckland's potential. 

“Every person who chooses to visit is helping to support the town’s wider regeneration, and we’re excited about what the future holds.

“What gives me the greatest confidence is the reaction we get from visitors. 

“Time and again, we hear: ‘Wow, it's much better than I expected’. 

“That’s a tremendous credit to our staff, volunteers and the quality of our attractions and the warm welcome people receive. 

“We have something truly special here, and we’re determined to help more people discover it.”

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