Blog

As we come to the end of English Tourism Week 2026, I’d like to reflect on the importance of the annual event and how it provides an  key opportunity to celebrate the value of our visitor economy and the role it plays in supporting jobs, businesses and communities across the county. This year’s theme, ‘Local Stories, National Growth’, perfectly captures what makes Durham such a compelling destination, a place where rich heritage, culture, landscapes and authentic experiences come together to create stories that resonate far beyond the county. 

Across the week, we have highlighted just some of the ways Visit County Durham is harnessing these local stories to grow the visitor economy. Tourism contributes £1.32bn to the county’s economy, underlining its importance as a key driver of growth. From the success of the Northern Saints Trails, which has created a network of walking routes bringing to life the region’s heritage and generating an estimated £2.2m annually for the local economy, to initiatives like Welcome to Durham, which is helping businesses deliver an exceptional visitor welcome , and Taste Durham, which celebrates a food and drink sector worth £503m, supporting over 5,000 jobs. Alongside this, our work with education partners is ensuring we continue to develop a skilled workforce ready to support the future growth of the sector. 

Tourism plays a vital role in Durham’s economy, supporting thousands of jobs and generating significant value for local communities. It is an industry that reaches into every corner of the county, from our vibrant city and historic attractions to our rural landscapes and market towns. By investing in our tourism offer and telling our stories effectively, we are not only attracting more visitors, but encouraging them to stay longer, spend more and return again. 

None of this would be possible without the strength of our partnerships, regionally, nationally and internationally. Together, we are able to create experiences which position Durham strongly on the national and international stage. 

And at the heart of this success are our people and businesses, whose resilience, creativity and passion continue to strengthen our already impressive visitor offer. From accommodation providers and attractions to restaurants, cafes and activity providers, it is their commitment to quality and innovation that brings our destination to life and ensures visitors leave with lasting memories. 

Looking ahead, we are determined to build on this momentum in a way that delivers lasting benefits for our economy, our communities, and the people who live and work in Durham home.  Developments such as The Storied Lands and The Light will continue to build our appeal and attract new visitors, while ongoing investment across visitor economy businesses will further enhance the quality and range of experiences on offer together, these developments will create meaningful employment, open up pathways for residents, and foster a stronger sense of pride and belonging across our communities. 

Our targeted marketing activity will continue to inspire target audiences both nationally and internationally, building on the success of campaigns such as Next Stop Durham, which reached over 18m consumers and generated an estimated £165m in visitor spend. 

We will also continue to strengthen the county’s image, identity and reputation through ‘Our Durham Story’, the new place brand which promotes Durham as a great place to live, work, invest, visit and study. 

Alongside this, collaboration remains key to unlocking future growth. North East England continues to work in partnership on strategic projects, including inbound tourism. And with the strength of visitor experiences across the region, work to support businesses to become ‘international ready’, alongside our excellent visitor gateways including the Port of Tyne and the award winning Newcastle International Airport, which anticipates a record year in 2026,  we have an unprecedented opportunity to grow overseas visitor numbers. 

And as we look to the future, our ambition is clear, to continue to lead and work in partnership to grow the visitor economy in a sustainable and resilient way, that benefits businesses, communities and visitors alike. And by shining a light on what makes Durham stand out from the crowd, we can harness the county’s unique stories to drive local and national growth.