As we run headlong into Christmas, many businesses will be reflecting on the past year’s successes and achievements and already planning for the year ahead.
It’s been a year of celebration for many Northumberland businesses, scooping national awards, gaining accreditation, participating in national and international marketing campaigns – while continually striving for excellence and providing a warm Northumberland welcome to visitors.
Our round up of achievements celebrating a year of progress for Northumberland’s visitor economy businesses has been supported by a proactive programme of activity to develop the sector’s visitor economy businesses.
In light of this, we would like to give you a quick round up of initiatives and support that we have focused on over the past year, which will hopefully give you the perfect headstart for 2025.
Visit Northumberland has maintained and delivered an extensive programme of marketing and destination management activity to support your business in 2024. These include:
- 1.2million new users to visitnorthumberland.com, an increase of 19%, ranking higher than many destination sites, with continued optimisation of the site a focus for 2025.
- delivery of place-based destination marketing activity showcasing the county’s inspirational ‘endless experiences’ for Hadrian’s Wall, Morpeth and South East Northumberland, Wooler and North Northumberland, the North Northumberland Coast, Alnwick and mid Northumberland, with more to come in 2025.
- international marketing in the USA, Germany and the Netherlands with a focus on Northumberland’s incredible icons, exciting adventures and walking and cycling in our distinctive landscapes, with more to come in 2025.
- an updated and refreshed Northumberland Destination Management Plan to reflect alignment of its actions with the North East Regenerative Visitor Economy Framework Pathways.
- continued development and promotion of thematic tourism products, with more to come in 2025.
- support in raising the profile of Hadrian’s Wall Country and the new Reivers Trails walking, cycling and horse riding routes to come in 2025.
- the development of a new programme of Roundtable sector discussions covering Accommodation and Food and Drink, with Skills, Regenerative Tourism and Attractions to follow in 2025.
- an annual tourism conference and a proactive programme of social and networking events, set to continue into 2025.
- driven quality approvements through the North East England Tourism Awards, the national AA/VisitEngland Visitor Ready programme, and Know Your Northumberland programme, which commence again in February 2025.
- a new approach to visitor information distribution.
Meanwhile, Visit Northumberland continues to benefit from its LVEP accreditation from Visit England, alongside 35 other destinations across the country. Accreditation has provided opportunity to contribute to the new VisitEngland England strategy. Our input on behalf of all Northumberland visitor economy businesses aims to help England develop a comprehensive strategy for England's visitor economy to drive sustainable growth for people and places supporting four emerging pathways of People, Place, Partnership and Prosperity.
We have also continued in our role as primary partner in the Destination North East Destination Development Partnership alongside NewcastleGateshead Initiative and Visit County Durham.
Key highlights of activity being delivered through the pilot that have benefited Northumberland Visitor Economy businesses include:
- the development and launch of the Regenerative Visitor Economy Framework
- regional accommodation, skills and business events investment strategies
- high profile visits from Sir Chris Bryant MP Minister for Tourism, the VisitBritain Strategic Board, VisitEngland’s Advisory Board
- international marketing in partnership with VisitBritain’s overseas office network
- business and product development opportunities
All of this is available to you through your annual partnership package, which continues to evolve to reflect the most appropriate profile-raising opportunities tailored for business. Email partnership@visitnorthumberland.com if you want to find out how to raise your presence.
We look forward to another prosperous year sharing new opportunities to work with you in 2025.
