20 years of tourism in County Durham: a destination transformed 

Looking back over the last 20 years, it’s incredible to see just how much County Durham’s tourism offer has changed and changed for the better. 

There has been huge investment in tourism across the county, with attractions, businesses and destinations working hard to understand what visitors are looking for and continually adapting and evolving to meet those expectations. 

The result is a destination that can now offer so much more than a short visit. Visitors can spend a full week exploring County Durham, discovering new places and experiences along the way, and still feel there is more to come back for. 

Durham City has always been on people’s radar, but the growth of the wider county’s tourism offer has really helped put County Durham firmly on the UK and international map. There is now an incredible diversity of experiences and attractions to discover, from Raby Castle, Park and Gardens to The Auckland Project, alongside a wealth of other places to explore. 

What makes County Durham particularly special is the quality and variety of the offer. It is genuinely world-class, while still having a strong sense of character and place, with something to appeal to visitors of all ages and interests. 

At Raby Castle, Park and Gardens, we have seen first-hand how the changing visitor landscape has created new opportunities. Today’s visitors are discerning. They are looking for experiences that are unique, memorable and authentic, and they really appreciate the character and diversity that County Durham offers. 

That has had a hugely positive impact on our own organisation, giving us the opportunity to continue expanding and evolving what we offer. It encourages us to be creative, to innovate and to keep developing new ideas and experiences that give people even more reasons to visit and to return. 

A big part of that success has been having Visit County Durham championing the county as a destination. 

For visitors who are unfamiliar with the area, particularly those travelling from overseas, planning a trip to a new region can feel overwhelming. Having a central organisation that brings together the county’s attractions, accommodation, events and experiences makes a real difference. 

Visit County Durham provides that important platform to showcase the full breadth of what is available and inspire people to discover more of the county. It also helps businesses and organisations work together towards a shared ambition, putting County Durham firmly on the map as a destination in its own right. 

One campaign that particularly stands out is Next Stop, Durham. It was a clever way of positioning County Durham as somewhere to stop and explore, rather than simply a place people pass through on their way to somewhere else. 

It really reinforced the message that County Durham is a destination worth making time for, while also supporting the wider visitor economy. We were proud to be part of the campaign and to help shine a light on just how much there is to see and do here. 

Whether someone is visiting County Durham for the first time or returning to discover something new, the county has an increasingly compelling story to tell. 

Visit County Durham has contributed to that story, I would describe the organisation as: invaluable, supportive and impactful. 

Lady Barnard, Raby Estates