2026 is off to a great start for the national ‘Next Stop, Durham’ destination marketing campaign, with high profile media activity showcasing the county as the ideal staycation.

Targeting high impact locations for the campaign theme, and reaching consumers in the right mindset, digital adverts on the East Coast Mainline and at Edinburgh Waverley train station have been highlighting opportunities to take some tranquil time out in the county to commuters during rush hour.

Destination content has been featured in travel publication Great Days Out in the North, with Durham also highlighted as the cover image, and later this month the campaign will feature in the Guardian Travel Guide and Independent.co.uk Family Staycations feature.

The compelling theme has also been utilised at key domestic travel trade events, including Excursions, the Coach Tourism Association Showcase and Association of Group Travel Organisers Showcase, inspiring travel agents, coach and tour operators to include Durham in their itineraries and tours.

Internationally, ‘Next Stop, Durham’ has been promoted at Vakantiebeurs, the largest trade and consumer show in the Netherlands, and Fiets en Wandelbeurs, a highly popular walking and cycling show in Utrecht.

Inspiring positive media coverage for the county remains a key component of Visit County Durham’s partner marketing activity, with journalists targeted directly through attendance at ‘meet the media’ events in London, Dublin and Berlin. Content creators have also been commissioned as part of the campaign, sharing inspirational content through their highly engaged channels. And a partnership with TransPennine Express for a ‘city plus’ visit showcased how easily accessible Durham is using sustainable forms of transport.

And with the campaign currently featuring on digital TV for the first time, with pause adverts on Netfllix, Paramount and Disney in targeted locations across the country, and digital adverts going live later this spring at Kings Cross and across the London Underground, even more consumers will be inspired to make Durham their next stop for a great UK staycation.

Michelle Gorman, managing director at Visit County Durham said: “Our annual national destination marketing campaign not only raises the profile and appeal of the county as a great place to visit, it also provides a cost-effective promotional platform for our businesses. And it is through this successful marketing partner model that we are able to deliver such high profile, high impact, campaigns, and we would like to thank our partners for their ongoing support. The first year of ‘Next Stop, Durham’ reached 8m consumers and contributed millions in visitor spend, and with the significant uplift we have been able to secure in media activity for 2026, we anticipate the county’s visitor economy will be boosted even further.”