Staycation campaign inspires consumers to holiday at home
The latest VisitBritain research shows that staycations are on the rise, fuelled by the uncertainty of overseas travel. 8 in 10 opted to holiday at home in 2025, generating £25.3m for the economy. And with a projected growth rate of 6.1% annually, Visit County Durham are delivering a marketing campaign to inspire consumers to make the county their first choice for a UK staycation.
The 3-month annual campaign showcases the wealth of experiences available across the county, from heritage and culture, to nature, wildlife, and food and drink, providing a free promotional platform for the county’s tourism businesses.
Activity has included targeted media visits, influencer commissions, social media and e-mail marketing, as well as creating new content to inspire consumers.
The campaign also harnesses the appeal of the county’s summer events programme, including Durham Brass, Durham Fringe and the Seaham Food Festival, to encourage visitors to stay longer. Whilst this summer’s opening of The Storied Lands has also provided an opportunity to showcase the county, with Visit County Durham working in partnership with the Kynren team on media, influencer and travel trade visits, with itineraries that incorporated more of the county’s top attractions and experiences.
And with this summer’s new tourism bus service making exploring the county without a car easier than ever, sustainable travel has also been a campaign focus.
Michelle Gorman, managing director at Visit County Durham, said: “The staycation market remains strong, and is expected to continue to grow. But staycations aren’t just for summer, they also support the shoulder seasons, and our activity will continue into autumn, winter and spring to benefit our businesses. Durham is England’s storytelling county, where incredible heritage and culture is brought to life through world-class attractions, award-winning experiences, and incredible landscapes. And with this annual campaign, we are growing the image, identity and reputation of Durham as the ideal destination.”
Stuart Lloyd, General Manager Radisson Blu, Durham said: “
We're seeing more guests choosing County Durham for short breaks and longer stays, drawn by the incredible variety of experiences on offer. From iconic heritage and vibrant events to beautiful countryside and exceptional food and drink, there's something for everyone. Visit County Durham's campaign is a fantastic way to showcase the destination and inspire even more people to enjoy a staycation here, supporting tourism businesses across the county."