Industry News

A national campaign encouraging visitors to make County Durham their next stop has contributed to an estimated 11 per cent increase in visitor spend, while inspiring more people to stay overnight, stay longer and discover more of the county.

Next Stop Durham, Visit County Durham’s latest national destination marketing campaign, reached more than 18 million people between autumn 2025 and spring 2026, helping to raise awareness of County Durham as a destination for a UK break.

Visit County Durham is Durham County Council’s tourism service, working with businesses and attractions across the county to grow the visitor economy and promote County Durham as a leading destination.

Independent evaluation found that estimated visitor spend was 11 per cent higher than during the previous campaign, demonstrating the impact of targeted destination marketing in encouraging visitors to choose County Durham and spend more during their visit.

The campaign also supported Visit County Durham’s strategic ambition to increase overnight stays, with the proportion of survey respondents who said the campaign had influenced them to stay overnight increasing from 11 per cent in the previous campaign to 15 per cent.

Cllr Karen Allison, Durham County Council’s Cabinet Portfolio Holder for Leisure, Tourism, Regeneration and High Street, said: “Encouraging visitors to make County Durham their next stop is an important part of growing our visitor economy. We know many people travel through the county without always realising the incredible range of experiences available here, and Next Stop Durham has helped showcase why County Durham is a destination worth stopping for. It is particularly encouraging to see more visitors being inspired to stay overnight, spend longer here and discover attractions they may not have previously considered. This supports our tourism businesses, strengthens the local economy and helps spread the benefits of tourism across communities throughout County Durham.”

The campaign was designed to capitalise on County Durham’s strategic position on the London-York-Edinburgh tourist corridor, with many people travelling through the county by road or rail on their way to other destinations.

Through Next Stop Durham, visitors were encouraged to stop, stay, explore and experience more of the county, helping to increase visits, extend stays and support businesses across the visitor economy.
The campaign was delivered through national media partnerships, influencer collaborations, out-of-home advertising in London, Manchester and along the East Coast rail corridor, alongside targeted digital advertising.

It showcased County Durham’s diverse visitor offer, from world-class attractions and outdoor adventures to food and drink, accommodation and heritage.

Tourism businesses and attractions involved in the campaign included The Bowes Museum, Ushaw Historic House, Chapels & Gardens, The Auckland Project, Beamish, The Living Museum of the North, Locomotion, Raby Estates, Dalton Park, Lumley Castle Hotel and Seaham Hall Hotel.

Visitors influenced by the campaign also reported staying longer and spending more per night during overnight stays, while day visitor spend increased compared with 2024-25.

More than half of respondents said the campaign had definitely influenced their decision to visit County Durham, either for a day trip or a longer stay.

The campaign also encouraged visitors to explore beyond their original plans, with 71 per cent of respondents saying it had encouraged them to visit an attraction they had not originally planned to visit.
For those who already had a visit planned, 14 per cent said they stayed longer in the destination because of the campaign.

The campaign is expected to continue delivering benefits beyond the activity period, with 27 per cent of respondents saying it had changed their perception of County Durham and made them more likely to visit in the future.

Duncan Peake, Chair of Visit County Durham and Chief Executive of Raby Estates, said: “Next Stop Durham demonstrates what can be achieved when the tourism sector works together to promote the county. By combining our strengths and showcasing the variety of experiences available, we have been able to inspire more visitors to choose County Durham, stay longer and explore more. The campaign has delivered strong results, from increasing visitor spend to encouraging more overnight stays and helping people discover attractions they may not have previously considered. This highlights the strength of County Durham’s tourism offer and the value of continuing to raise awareness of everything the county has to offer.”

Rhiannon Hiles, Chief Executive of Beamish, The Living Museum of the North, said: “Next Stop Durham has been a fantastic example of what can be achieved when the visitor economy works together. Beamish is proud to have been part of a campaign inspiring more people to discover everything County Durham has to offer. By showcasing the county’s outstanding attractions, beautiful landscapes and welcoming places to stay, the campaign has encouraged visitors to spend more time here, benefiting businesses and communities across the destination.”