Ambitious plans to double the value of North East England’s visitor economy have taken a leap forward today with the launch of a new destination marketing agency.
Experience North East England is the new destination marketing agency for North East of England and the regional marketing lead for the visitor economy.
North East Mayor Kim McGuinness and the North East Mayoral Strategic Authority Cabinet are backing that ambition through £7m of new investment used to inspire and attract domestic and international visitors. As regional marketing lead for the visitor economy, Experience North East England (Formerly NewcastleGateshead Initiative) is now the destination marketing agency for the whole region, promoting a sustainable, world-class destination to visit, meet and invest in.
Henry Kippin, Chief Executive of the North East Mayoral Strategic Authority and Interim Chair of Experience North East England said:“Destination marketing is vital to our growth ambitions for the visitor economy, marking the first time in over a decade that any significant investment has been made to drive international visitors.“The launch of Experience North East England, backed by a £7m commitment from the Mayoral Strategic Authority, is a turning point in our drive to bring the world to our doors and create jobs and opportunity for local people and businesses by doing so.”
Experience North East England will work alongside Visit Northumberland, Visit County Durham and NewcastleGateshead Local Visitor Economy Partnerships (LVEPs), all seven local authorities and Newcastle International Airport on shared priorities to grow the region’s visitor economy.
With funding from the North East Mayoral Strategic Authority, Experience North East England will inspire and attract domestic and international visitors by developing new products, shaping unforgettable experiences and by delivering inspiring marketing campaigns that showcase the whole region’s visitor offer worldwide.
Ian Thomas, Interim Chief Executive of Experience North East England, said:"Today marks a significant milestone for Newcastle Gateshead Initiative as we enter a new exciting chapter as Experience North East England, the Destination Marketing Agency for North East England. Our new name reflects everything we stand for as an organisation — ensuring visitors, investors and businesses experience more of what our region has to offer.“This will build on a 25-year legacy of promoting Newcastle and Gateshead to visitors and investors as well as four years as the UK’s first-ever regional Destination Development Partnership Pilot in England. This investment is vital to growth ambitions for the visitor economy and marks the first time in over a decade that any significant investment has been made to drive international visitors to our region.”
Nick Jones, Chief Executive of Newcastle Airport and Board member of Experience North East England, said:“I am delighted to join the board of Experience North East England and support this important new organisation as it helps grow the region’s visitor economy. Its focus on inbound marketing, events, partnerships and product development will be key to raising the North East’s profile and attracting more visitors.“For people to visit us, they need to know who we are, where we are and how to get here. Through our new and existing routes, Newcastle Airport is proud to play a part in that role.”
As well as marketing the whole region’s visitor economy Experience North East England will continue to deliver on behalf of Newcastle City Council and Gateshead Council as the VisitEngland-accredited LVEP, as well as place promotion activities, campaigns and events under Invest Newcastle, working closely with more than 150 private sector partners.
Dr Helen Paterson, Chief Executive of Northumberland County Council said:“Northumberland has outstanding natural and cultural assets all of which complement the tourism offer across the region. Our ‘dark skies’ historic towns, coastline, beautiful countryside and stunning castles attract millions of visitors and well over a billion pounds to Northumberland’s economy every year. “We welcome the launch of ‘Experience North East England’ and look forward to it working with Visit Northumberland and others to position the North East as a global destination.
Andrew Fox, Chair of Visit Northumberland said:"Visit Northumberland welcomes the launch of Experience North East England as an important step forward in strengthening the region’s collective visitor economy and delivering the Mayor’s ambition for growth. As Northumberland’s accredited Local Visitor Economy Partnership, we look forward to working closely with the new agency and regional partners to ensure this approach is grounded in strong, locally-led delivery.This next phase presents a clear opportunity to amplify Northumberland’s distinctive, high-value offer within a joined-up regional approach, ensuring our world-class landscapes, attractions, experiences and businesses play a full role in the wider success of the North East. We are committed to supporting Northumberland’s tourism and hospitality businesses to engage with the pipeline of regional opportunities, from campaigns and new markets to investment and product development. By aligning local delivery with regional ambition, Visit Northumberland will help unlock economic potential across the county, grow our contribution to the visitor economy, and ensure the benefits of sustainable growth are felt by businesses, communities and residents across Northumberland."
