Over the past 20 years, one of the biggest changes in County Durham’s tourism offer has been the growth in domestic tourism, with people taking more short breaks, along with the rise of self-catering accommodation providers such as Airbnb to service them. Travellers are increasingly looking for experiences they can share, rather than simply ticking off attractions, which has driven interest in activities such as food and drink tours and outdoor adventures. Sustainability, accessibility and inclusivity have also moved much higher up the agenda when people are deciding where to visit. County Durham tourism businesses have embraced these changes, adapting or developing offers that meet these new demands and challenges. 

In terms of perception, when I first came to the North East more than twenty years ago, County Durham was largely seen as centred on the city of Durham itself — a beautiful, historic city that many travellers admired from a train window on their way to Edinburgh — along with a handful of outstanding visitor attractions dotted across the county. These days, County Durham is viewed as a destination in its own right. Those individual attractions now form part of a much more cohesive tourism offering, showcasing the county’s mix of heritage, culture, retail, entertainment, countryside and coast. Visitors increasingly appreciate not just the breadth of what’s on offer but also the local character and authentic experiences that make County Durham such a distinctive destination. 

At Dalton Park, we’ve seen a real benefit from our partnership with Visit County Durham and their strategic approach to destination marketing. As the North East’s largest outlet shopping destination, we’ve benefitted from visitors’ desire for a broader experience, and Visit County Durham has played an important role in recognising retail as a vital part of that mix and championing Dalton Park’s place within it. Our membership has also opened up opportunities such as the North East Tourism Awards. With Visit County Durham’s support, Dalton Park was proud to be awarded Gold for Regenerative Tourism and Silver for Accessible & Inclusive Tourism in 2026, recognition that generated significant publicity for both ourselves and County Durham. One of the most valuable elements has been being part of a collaborative tourism network, which has helped us develop new partnerships, raise Dalton Park’s profile and work with organisations across the county on projects that may not otherwise have happened. 

Visit County Durham has been central to the transformation of the county’s offer from a collection of individual tourism attractions into a cohesive visitor destination. It has encapsulated what makes County Durham special in the Our Durham Story narrative and provided members with a shared framework for how to talk about the county’s offering. The organisation has also helped raise County Durham’s profile nationally through campaigns such as Next Stop Durham and its wider advocacy on the tourism stage. It has also brought tourism businesses together through networking and initiatives such as Durham Champions, facilitating long-lasting and valuable partnerships. 

A particular campaign or activity that stands out is the Product Knowledge Day in February. It may not have had the budget or profile of other initiatives, but it perfectly embodied what Visit County Durham is all about, bringing members together to network, learn more about each other’s businesses and explore partnership opportunities, all while showcasing the setting of fellow member Raby Castle. It was well worth attending, and we came away with a host of useful contacts and ideas. 

I would describe Visit County Durham as championing, connecting and inspiring. 

Championing reflects how it promotes County Durham and its visitor economy with a strong, consistent voice. 

Connecting, how it brings businesses and partners together across the county to collaborate and grow. 

Inspiring reflects the energy it brings to the sector, encouraging innovation and confidence in the county’s tourism offer. 

Matt McWhinnie, Brand and Partnerships Manager, Dalton Park