When I established my Blue Badge Guide business in the early 1990s, County Durham was already blessed with incredible heritage, beautiful landscapes and a rich cultural story. What has changed over the past 20 years is the confidence the county now has as a visitor destination. That confidence has grown alongside the quality of the visitor experience, with attractions expanding, hospitality businesses investing and new experiences continually raising the bar. 

There's a real energy across the county today that simply wasn't there when I first started guiding. Everyone understands that tourism is constantly evolving and that no destination can afford to stand still. Visit County Durham has played a huge role in helping create that ambition, bringing businesses together, encouraging investment and helping the county compete confidently on a regional, national and international stage. 

Visitors have noticed the difference too. Twenty years ago, many people arrived without realising quite how much County Durham had to offer. Today they're far more aware of its reputation and are often amazed by the quality and variety they discover once they're here. From world-class heritage and spectacular landscapes to award-winning attractions and unforgettable experiences, people quickly realise this is a destination that deserves its growing reputation. 

The same transformation has happened within the travel trade. Through strong partnerships, new itineraries and themed experiences, Visit County Durham has helped build trust with tour operators and group organisers, making the county an increasingly popular choice for longer stays. Seeing County Durham named Best UK Destination at the Group Leisure & Travel Awards for the second consecutive year is wonderful recognition of that collective effort. 

As a guide, I see first-hand what visitors enjoy most. One of County Durham's greatest strengths is the variety of experiences packed into such a compact area. You can spend the morning exploring the historic streets of Durham City before enjoying the peace of the riverbanks. You can experience the breathtaking spectacle of Kynren before discovering internationally important art in Bishop Auckland, or travel through centuries of history in a single day at Beamish. Visitors often comment on how much they can experience without travelling long distances – less miles, more smiles. 

Tourism has changed enormously over the past two decades. Today's visitors arrive well informed, having researched destinations and compared experiences online long before they travel. That means the visitor journey begins before people even arrive and continues long after they've returned home. Delivering an exceptional experience at every stage has never been more important, and County Durham has embraced that challenge. 

I've always been impressed by how much Visit County Durham achieves with a relatively small team. Whether it's developing new visitor experiences, supporting businesses, providing training or creating opportunities for collaboration, the organisation has helped raise standards across the county while giving businesses the confidence to grow. That support became even more important during the pandemic, when Visit County Durham worked tirelessly to keep businesses informed, connected and supported during one of the industry's toughest periods. 

One project that will always stand out for me is the Northern Saints Trails. As someone with a passion for County Durham's Early Christianity story, it was wonderful to see those remarkable stories brought together in such a cohesive and inspiring way. The project demonstrated the power of partnership and showcased an important part of the county's heritage to audiences across the country. 

After more than 36 years working in tourism, I still believe it's one of the most rewarding careers anyone can choose. Every day is different, every visitor brings a new story, and there's enormous satisfaction in helping people discover somewhere special. It's encouraging to see more attractions, hospitality businesses and education providers inspiring the next generation to consider careers in the visitor economy, because tourism has so much to offer. 

County Durham today is everything a great destination should be – distinctive, dependable and delightful. 

Jan Williams, North East England Blue Badge Guide