Industry News

Major study shows that the region welcomed more than   70 million visitors in 2025 with tourism now worth over £7.13 billion to the North East’s economy.

The North East’s vibrant cities and towns, breathtaking countryside and unrivalled coastal destinations have seen an increase in visitors experiencing all the region has to offer.  

According to the latest STEAM data*, which analyses both day and overnight visits and the economic impact of the visitor economy, the North East of England welcomed 70.38 million visitors in 2025 (+2.8% on 2024). All seven local authority areas have seen an increase, with day visitors accounting for over 63 million trips, (+3.4% on 2024).

This news comes as North East Mayor Kim McGuinness has backed ambitions to double the value of the visitor economy with £7m of new investment. Experience North East England, the new regional marketing lead for the visitor economy will inspire and attract even more visitors to North East England by developing new and unforgettable experiences and promoting the regions offer in domestic and global markets.

Newly published figures show the sector is moving in the right direction, highlighting the sectors significance as a major employer and contribution to local communities. 63,600 (+1.2% compared with 2024.) people are now employed in the sector. Food and drink, considered to be one of the region’s greatest assets, employs the most people, with 45% of the overall visitor economy workforce dishing up authentic flavours and serving guests flocking to our food and drink scene.

According to VisitBritain, the visitor economy supports nearly one in every 15 jobs across the UK, about 2.4 million jobs. It also creates first jobs and opportunities for young people and upskills younger workers at the beginning of their careers. The industry is predicted to create an additional 175,000 jobs in the UK by 2030. This aligns with the regions long term ambitions to create thousands of new jobs for people who call the North East home.

Kim McGuinness, North East Mayor, said:

“Whether it’s our rich cultural heritage showcased by amazing places like Ad Gefrin or our brilliant new foodie spots at Sheepfolds in Sunderland or our wild landscapes and amazing coastlines where I walk my dogs all the time - we know the North East is the best place to explore. 

“I want more people to see what we have to offer - everything that makes our region special and fills us with that North East pride we're famous for. That’s why we’re investing £7 million for a dedicated regional agency to tell our story at home and on the global stage, so we'll encourage even more people to come and see for themselves what our region is all about. This will mean a huge boost for local businesses, more great jobs across the region and even more investment in our tourist sites. I want people to see there really is no place better to visit.”

Even though there has been a slight dip in overnight travel, with the increase in the number of days visitors are spending in the region, visitor spend has therefore increased, meaning the visitor economy is now worth £7.13 billion to the region, up 3.7%, further demonstrating the importance of the sector to the region’s growth ambitions.

The data shows that visitors who do stay overnight are staying for longer, with the number of visitor days (i.e. the number of days spent in the region) increasing by 3.4%. Longer stays tend to result in a higher spend per visitor, so whilst the volume of overnight visits has decreased slightly (1.5%), the data suggests visitors are staying longer and spending more. 7.7 million travellers stayed overnight and while a small decrease, surpassed pre-pandemic levels, with more people staying in the region in 2025 than in 2019.

Strong performances across the region, despite the difficult economic environment comes as the trailblazing Destination Development Partnership Pilot (DDP) wraps up after four years, having delivered a wide-ranging programme of interventions to unlock untapped potential in the region’s visitor economy.

Ian Thomas, Interim Chief Executive, Experience North East England, said:

“The region’s visitor economy continues to go from strength to strength, despite the difficult trading headwinds and continued cost of living pressures both businesses and consumers are facing.

“Over the last four years, as England’s first Destination Development Partnership Pilot, we have been working to unlock the untapped potential in our visitor economy and I’m encouraged by the latest figures and look forward to working alongside the North East Strategic Mayoral Authority, with our partners and industry as we enter our new era as Experience North East England. Having supported more than 1,500 visitor economy businesses and fostered collaboration across all seven local authorities, the DDP’s legacy will live on through Experience North East England.

“Destination marketing is vital to our growth ambitions for the visitor economy, and this £7m investment marks the first time in over a decade that any significant investment has been made to drive international visitors. Our work is a key part of the region’s growth plans, and we look forward inspiring even more people to come and discover all our region has to offer.”