Over the past 20 years, I have seen County Durham’s tourism offer grow and evolve significantly. 

There is now a much broader and more diverse visitor experience, with high-quality accommodation, outstanding attractions, memorable events and a stronger sense of collaboration across the tourism and hospitality sector. Digital promotion and social media have also transformed how we connect with visitors, helping showcase the county to wider audiences and encouraging more people to discover what Durham has to offer. 

I believe County Durham is now far more appreciated for its heritage, countryside and culture. It has always been something of a hidden gem, but there is growing recognition that Durham is a destination in its own right rather than simply somewhere to pass through. While there is still more to do in raising awareness nationally, the county continues to build a stronger identity and reputation as a place offering authentic experiences, history and natural beauty. 

At Lumley Castle, we have seen the benefits of this growing visitor economy through increased visitor interest, stronger staycation demand and greater opportunities to engage with group travel, events and tourism partnerships. Improved digital visibility and destination marketing have also played an important role in helping us connect with new audiences and strengthen our profile as one of County Durham’s unique visitor experiences. 

Visit County Durham has played an important role in championing and supporting the visitor economy. Their work in destination marketing, business support, networking and collaboration has helped bring organisations together and strengthen the county’s tourism voice. They have created opportunities for businesses to connect, share ideas and work collectively to promote Durham as a destination, helping the industry grow with confidence and ambition. 

A number of Visit County Durham’s activities stand out to me, particularly their destination marketing campaigns, tourism awards and business networking initiatives. Their ability to generate media exposure and create opportunities for businesses to work together has been especially valuable. The strategic partner activity and continued promotion of the county have helped maintain momentum and ensure County Durham remains visible and competitive as a visitor destination. 

I would describe Visit County Durham as being passionate, supportive and collaborative. 

Phil Reilly, Business Development Manager, Lumley Castle