Industry News

Growing Durham’s visitor economy is a key priority for Visit County Durham. Here two of the destination management organisation’s board directors give their insights into the importance of investing in tourism and why a partnership approach is always best.

Following the opening of the Plotters Forest adventure playground in May 2022, the Rising will restore and preserve historic buildings within the castle’s park and gardens, bringing them back to life as contemporary spaces for events and exhibitions. It will also see the development of a redesigned walled garden, new dining and retail experiences, and a visitor information hub. It is due for completion in 2024.

Just the start

“We’ve been overwhelmed by the success of Plotters Forest as the first phase of The Rising – and that’s just the start,” says Duncan.

“Every penny we generate is reinvested into the estate and the local economy. Lord and Lady Barnard’s view is that if we make the fascinating heritage and safe spaces here more accessible, it makes us more relevant to people’s lives and makes Raby more secure as a business.”

Duncan is also passionate about his role as a board director at Visit County Durham Ltd, describing it as: “one of the most effective destination management organisations in the country”.

He continues: “The opportunities to grow the number of visitors to the county over the next decade are huge because we have an offer that can compete with anything else in the country – and Raby wants to be a special part of that.

“The cultural offer in County Durham has been underestimated for far too long, but it’s equal to anything in the country when you consider the likes of Durham City, the Durham Dales, the coastline, and attractions like Beamish, The Living Museum of the North, The Auckland Project, The Bowes Museum, and, of course, Raby!”

Spreading the word

“Visit County Durham is critical in getting the message out to local, national and international consumers that Durham should be on their list of places to visit. The county attracts lots of day-visitors, but we need to attract more people who stay longer, and there’s not enough bed space, so that has to be addressed.

“Potential inward investors should also be aware that in Durham County Council we have a local authority that has an ambitious vision for regeneration and growth. They want to make things happen for investors, so it’s perhaps easier to invest here than elsewhere.”

Leading the way

For Sandra, it is Visit County Durham’s ability to bring tourism organisations of all sizes together with a shared purpose that makes it so effective.

“I am a firm believer in the importance of destination management organisations, especially when it comes to supporting small independent businesses,” she says.

“In the wake of the pandemic and with the ongoing cost-of-living crisis, this support is more important than ever before.”

Providing more choice

“Visit County Durham is a partnership organisation made up of tourism businesses from across the sector, including visitor attractions, hotels, restaurants and more.

“Around 30 per cent of our partners run self-catering cottages, hostels, inns, bed and breakfasts and guest houses, which demonstrates the major role we play in Durham’s visitor economy. We are all unique and this in turn provides more choice for visitors. And while there is an element of competition, we are united in our desire to develop the county as a destination.

“At Visit County Durham, we work together for the benefit of all. Whether that be through national and international marketing campaigns or hosting training sessions and conferences on topical issues.

“We also connect businesses with the skills and materials needed locally. At Low Urpeth, for example, we provide guests with Durham Coffee, South Durham Honey and treats from La Chocolatrice. It's about ensuring the money we spend stays in the county."

Support when it is needed

Visit County Durham is the tourism arm of Durham County Council and provides support through a range of initiatives, including marketing, product development, research, quality improvements, routes to market, and training.

Having supported businesses throughout the pandemic, Visit County Durham is now tackling the challenge of the cost-of-living crisis through national PR and marketing campaigns such as Budget Friendly Days Out and Memorable Moments. Increased opportunities within international markets are also being explored, as the weak pound has made the UK a more appealing holiday destination for some overseas visitors.

Energy saving measures and sustainability were also the focus of the Visit County Durham Autumn Conference.

Ambitious plans

At the same time, Visit County Durham is looking to the future, developing new tourism products such as the Northern Saints Trails. Based on ancient pilgrimage routes, the trails criss-cross the North East, taking in spectacular scenery, historic sites and more than 500 attractions, eateries and places to stay. The trails are expected to attract 85,000 visitors annually between 2022 and 2025, generating a £4.7m yearly visitor spend.

Recruitment is another issue the sector is facing, and Visit County Durham is working with further education colleges to address skills gaps and to promote careers in travel and tourism.

Find out more and get involved

Explore this website to discover more about Visit County Durham’s work and visit thisisdurham.com to view its consumer-facing activity.

Durham tourism businesses interested in becoming a Visit County Durham Partner can find out more on our partnership pages.