The North East Combined Authority (NECA) has published Cabinet papers ahead of its meeting on 9 December, outlining proposals regarding growth plans for the North East visitor economy including organisational arrangements for a new regional tourism body – provisionally titled Experience North East England. The new body is intended to work collaboratively with Local Authorities, the region’s Local Visitor Economy Partnerships (LVEPs), and the private sector to deliver large-scale, coordinated activity in international marketing, product development and visitor economy growth across the region.

For County Durham, the proposal recognises the essential role of the region’s LVEPs and Visit County Durham (VCD) as the lead organisation representing, supporting and convening the county’s visitor economy businesses. The structure reinforces that businesses operating in County Durham will continue to work directly with VCD as their primary point of contact.

Experience North East England will be designed to complement local delivery. It draws on extensive industry feedback gathered earlier this year, reflects NECA’s political commitment made in June 2025, and supports the region’s ambition to double the visitor economy to £10bn over the next decade.

Duncan Peake, Chair of Visit County Durham, said: “We welcome NECA’s commitment to establish a regional body that can deliver large-scale, targeted marketing and development activity, strengthening the region’s presence nationally and internationally. County Durham’s voice, identity and priorities remain central, and Visit County Durham will continue to lead the visitor economy locally.

“For businesses across the county, nothing changes in terms of who they work with. VCD remains your primary gateway to opportunities, support and representation, and the conduit into any regional or international programmes delivered by the new organisation.”

What this means for County Durham businesses

Under the proposed new model, Visit County Durham will continue to coordinate and champion the county’s visitor economy, ensuring local businesses benefit from scaled regional activity while maintaining County Durham’s distinct positioning.

The new regional body will focus on functions that complement local delivery, including:

• Inbound Marketing
• Product Development
• Event Strategic Management
• Partnership Development

This model is designed to make it easier for Durham businesses to access major campaigns, product development opportunities and international markets through VCD, without duplication or complexity.

Local identity and representation protected

Feedback from County Durham partners, including themes raised through VCD’s business engagement activity, emphasised the need for strong local representation and clear, practical routes for businesses to benefit from and input into regional initiatives. These principles are reflected throughout the proposal.

The VCD Visitor Economy Advisory Board and governance structures will continue to ensure that the county’s strategic priorities, assets and business voices shape decision-making at both local, regional and national levels.

Next steps

The NECA Cabinet will consider the proposed approach on 9 December, before a further paper sets out the investment required to deliver the core functions and strategic aims of Experience North East England. Visit County Durham will continue to work closely with partners as implementation plans develop ahead of April 2026.

View the full paper here (from page 233 – 242)