I’ve lived in County Durham for the past 20 years, so I’ve seen a huge amount of change during that time. There are so many more attractions and experiences now, and the quality of what’s on offer has improved enormously. The visitor economy has really grown up over the last two decades and become much more ambitious and professional. 

I think one of the biggest changes has been the way people talk about County Durham. There’s much more confidence in the county now, both from visitors and from the people who live here. We’ve moved from having to convince people that Durham is somewhere worth visiting to being able to say, actually, look at everything we’ve got. That change in confidence has been really significant. 

We’ve seen huge growth over the last ten years since Ushaw opened to the public. It’s been a real journey, going from a private site to becoming a destination in its own right, and I think that’s a really good example of the growth and ambition we’ve seen across the wider visitor economy in County Durham. 

Working together has made a huge difference too. Visit County Durham has helped shine a light on the incredible variety we have here, whether that’s our landscape, heritage, culture or food and drink. They’ve also helped bring different attractions and businesses together, rather than everyone working on their own. Having that collective voice makes a real difference. 

The Northern Saints Trails really stand out for me. They bring together so much of what makes County Durham special — our heritage, landscape, faith and culture — and turn it into one really strong story. I also think the fact that the campaign has had real longevity is important. It’s not something that came and went; it’s continued to have an impact and will do for years to come. 

If I had to describe Visit County Durham in three words, I would say vibrant, eclectic and hospitable. 

Lucy Jenkins, Co-Chief Executive Officer of Ushaw Historic House, Chapels & Gardens