I've been at Seaham Hall since 2013, so I've had the privilege of watching County Durham's tourism story evolve from the front row. The change has been remarkable. When I first arrived, the Durham Heritage Coast was still shaking off its industrial past. Today it's part of a destination that confidently showcases world-class experiences, from Durham Cathedral and The Auckland Project to Kynren, Lumiere and an increasingly vibrant coastline. What was once somewhere people simply passed through has become somewhere they choose to visit and spend time exploring. 

The county's reputation has changed enormously during that time. County Durham has gone from being overlooked to being genuinely sought after. Many of our guests arrive expecting to see reminders of the area's mining heritage and are surprised to discover a five-star boutique hotel and award-winning spa overlooking one of England's most beautiful stretches of coastline. That element of surprise is one of the things I enjoy most. It reflects how much the county has evolved and how perceptions have changed. 

We've seen that transformation reflected in our own business too. Since 2013, Seaham Hall has grown from an excellent hotel into a true five-star destination. We've expanded our luxury accommodation, continued to develop our award-winning Serenity Spa, enhanced our dining offer and most recently invested £1 million in our beautiful Zen Garden and the launch of Harvey's Bar. Investments like these are possible because demand has grown alongside County Durham's reputation. Increasingly, guests are choosing Seaham and the Durham Coast as their destination, rather than simply stopping over on the way somewhere else. 

Recognition has played an important role in that journey. Achievements such as our AA Five Red Star rating, two AA Rosettes and being named Small Hotel of the Year at the North East Tourism Awards are not just milestones for Seaham Hall; they're part of a wider story about County Durham becoming recognised as a destination that can compete nationally as well as regionally. Seeing tourism businesses across the county receive prestigious awards only strengthens that reputation. 

Visit County Durham has been instrumental in bringing that story together. The county has such a diverse tourism offer, from a UNESCO World Heritage Site and spectacular coastline to internationally renowned events and cultural attractions. Visit County Durham has helped connect those experiences into a compelling destination that's easy for visitors, travel trade and the media to understand. The team's insight, research and support have also given businesses like ours the confidence to invest and continue raising standards. 

If I had to choose one initiative that stands out, it would be Lumiere. Transforming Durham into the UK's largest light festival put the city firmly on the international stage and demonstrated the power of culture to drive tourism. Closer to home, Visit County Durham's commitment to promoting the Durham Coast as a destination in its own right has also made a real difference, helping more people discover everything this beautiful stretch of coastline has to offer. 

For me, three words sum up Visit County Durham perfectly: ambitious, collaborative and passionate. 

Ross Grieves, Managing Director, Seaham Hall Hotel