Twenty-five years after Harry Potter and the Philosopher’s Stone first arrived in cinemas in November 2001, Visit County Durham and Visit Northumberland are celebrating the region’s enduring connection to the wizarding world.
From the atmospheric cloisters of Durham Cathedral to the imposing medieval walls of Alnwick Castle, the North East of England has provided the backdrop for memorable moments in the Harry Potter films, attracting fans keen to follow in the footsteps of the young wizard.
To mark the anniversary, Visit County Durham and Visit Northumberland are delivering a programme of joint and individual promotional activity to celebrate the region’s screen heritage and inspire visitors to discover the locations that helped bring the wizarding world to life.
The activity includes a collaborative content shoot, organic social media campaigns and updated blog content highlighting the counties’ Harry Potter connections, alongside refreshed and optimised film and television content on the Visit Northumberland website. The activity is designed to make it easier for fans to discover filming locations, find out what they can experience for themselves and plan a visit, while showcasing the wider appeal of both destinations beyond the screen.
National media visits will also take place, bringing journalists to County Durham and Northumberland to experience their unique mix of historic attractions, dramatic landscapes, distinctive accommodation and visitor experiences first-hand. The visits will aim to secure editorial coverage, raise awareness of the counties as must-visit destinations and encourage audiences to explore more of the North East of England.
Influencer activity forms another part of the campaign, with travel and lifestyle content creator Will Giffard visiting both counties in October to capture a series of videos and social media stories. His itinerary included Durham Cathedral, Raby Castle, Park and Gardens, High Force Waterfall, Alnwick Castle, The Alnwick Garden, Bamburgh Castle and Tanfield Railway, alongside overnight stays at historic and characterful accommodation.
The commissioned content includes a video showcasing locations across both counties, alongside dedicated videos focusing on County Durham and Northumberland. Supporting social media stories and imagery will highlight the attractions and accommodation featured during the visit, helping inspire audiences to turn their interest in Harry Potter into a wider North East break.
Together, the activity will use the 25th anniversary as a timely opportunity to celebrate the region’s cinematic connections, reach new audiences and highlight the breadth of experiences available to visitors planning a short break or longer stay.
Michelle Gorman, managing director of Visit County Durham, said: “The Harry Potter films have helped introduce audiences around the world to some of the North East’s most distinctive historic locations. Twenty-five years on from the release of the first film, the magic continues, with visitors able to explore the places that brought parts of the wizarding world to life while discovering everything else our county has to offer.
“Working with Visit Northumberland gives us an opportunity to showcase the breadth of experiences available across the region and encourage visitors to turn a visit to one iconic location into a longer break, discovering more of our landscapes, heritage, attractions and places to stay along the way.”
From exploring the historic cloisters of Durham Cathedral and trying broomstick training at Alnwick Castle to wandering through spectacular gardens, discovering independent shops and staying in characterful historic accommodation, there are plenty of ways for visitors to create their own magical North East adventure.
For inspiration and to plan a visit, go to thisisdurham.com and visitnorthumberland.com.
