A joint meeting of the Economy and Enterprise Overview and Scrutiny Committee and the Environment and Sustainable Communities Overview and Scrutiny Committee was scheduled to discuss the visitor economy and place brand of County Durham. The meeting's agenda focused on a report detailing the performance, trends, and future opportunities within the tourism sector, alongside a presentation from the Strategic Manager for Tourism and Visitor Economy.

County Durham's Visitor Economy and Place Brand

The meeting was scheduled to review a report on County Durham's visitor economy, which is a significant contributor to the county's overall economy, generating over £1.2 billion annually and creating numerous employment opportunities. The report highlighted the role of Visit County Durham (VCD) as the destination management organisation (DMO) responsible for coordinating and leading tourism activity. VCD is an accredited Local Visitor Economy Partnership (LVEP) recognised by Visit England, VisitBritain, and the Department for Culture, Media and Sport (DCMS).

The report detailed VCD's structure, functions, and budget. Despite a recent restructuring that reduced staffing, the team continues to deliver core DMO functions, including destination management, marketing, business engagement, and research. The annual core budget for VCD was £740,400, with a significant portion allocated to staffing and marketing activities.

Performance data, including visitor numbers, expenditure, and employment figures, was presented. The STEAM economic impact assessment indicated a strong recovery and continued growth in the visitor economy, with visitor numbers and expenditure exceeding pre-pandemic levels. In 2024, 21.56 million people visited County Durham, contributing £1.38 billion to the economy and supporting 13,795 full-time equivalent (FTE) jobs. The report noted that the majority of visitors were day visitors, with a smaller proportion staying overnight, and that while domestic tourism was strong, international visitor numbers lagged behind other English regions, presenting an opportunity for growth.

The meeting was also scheduled to consider the County Durham Destination Management Plan (DMP), which aims to foster sustainable growth in the visitor economy by supporting and marketing the county's heritage, landscapes, and hospitality. The DMP sets ambitious targets for 2030, including increasing UK day and overnight visits, boosting visitor spend, and growing international tourism. The report also outlined VCD's commitment to regenerative and sustainable destination management, aligning with the North East Regenerative Visitor Economy Framework.

Discussions were expected to cover destination development initiatives, such as supporting tourism product development, responding to planning applications, and encouraging new accommodation. The report highlighted the production of toolkits for businesses interested in developing new products and promoting local produce through the Taste Durham initiative. Furthermore, a commissioned transport connectivity report led to the identification of funding for new leisure bus services designed to improve access to visitor attractions.

Partnership support and industry engagement were also key areas for discussion. VCD works collaboratively with approximately 926 core tourism businesses and over 500 additional businesses that contribute to the visitor economy. Engagement channels include a weekly e-newsletter, tailored training events, and industry conferences. The report detailed VCD's efforts to attract new audiences, with a focus on increasing overnight stays, attracting families and younger visitors, and expanding into national and international markets.

Marketing efforts were to be reviewed, including domestic and international travel trade activity, consumer campaigns, and digital marketing through the thisisdurham.com website and social media platforms. The Next Stop Durham campaign, running from autumn 2024 to spring 2026, aims to increase overnight stays by targeting travellers on the East Coast rail network and London Underground.

The report also provided an update on the Durham Story place brand, detailing its rollout and engagement activities. Plans were underway for a national brand awareness campaign to introduce the county's narrative and key themes. The meeting was also scheduled to consider regional visitor economy developments, including the conclusion of a Destination Development Partnership pilot project and ongoing work within the North East Combined Authority (NECA) to develop a Culture, Creative, Tourism and Sport portfolio, with an identified financial allocation of up to £7 million for regional visitor economy activity.

The report recommended that the Overview and Scrutiny Committee note the contents of the report and comment on the information provided.

You can find more information in the Durham Visitor Economy Report and the County Durhams Visitor Economy April 2026 Presentation.