Last weekend (Friday 23rd to Sunday 25th January 2026) Visit Northumberland hosted a familiarisation trip for 39 individuals from coach and group travel operators across the UK in partnership with The Confederation of Passenger Transport UK (CPT) and Classic Lodges Hotels.

This fantastic opportunity showcased Northumberland’s outstanding tourism offering to a number of coach operators, giving the chance to boost coach tourism to Northumberland and tap into a key market that can deliver significant economic value to the county and the wider region.

Andrew McGuinness, regional manager (North of England) at CPT, said: “The coach sector delivers huge economic value to towns, cities and tourist destinations across Britain. According to The Economic Impact of Coach Services research by KPMG commissioned by CPT, coach passengers spend £8.3 billion a year in tourist hotspots, and just one additional daily coach can be worth £1 million annually to a destination. The industry also supports 81,000 jobs and generates £6.4 billion through employment alone.”

Staying at The White Swan, Alnwick, the trip focused on Alnwick, Holy Island and Seahouses, with the group visiting attractions such as Alnwick Castle, The Alnwick Garden Bamburgh Castle and English Heritage’s Lindisfarne Priory.

The group also had a unique opportunity to enjoy independent, family-run Bowring Hepple Black’s Harry Potter-inspired merchandise shop when coaches call at Alnwick town centre’s Coach Friendly status parking facilities. Alnwick is one of a number of towns and tourist destinations across the UK that have obtained CPT's Coach Friendly accreditation. Coach Friendly status is seen as a valuable way for businesses and destinations to boost visitors, reduce congestion and contribute to sustainable transport options whilst continuing to encourage tourism.

Andrew Fox, chair of Visit Northumberland said: “Our collaboration with the CPT extends beyond the immediate economic benefit of attracting more visitors via coach services and provides us with an important opportunity to showcase products and experiences that are well positioned to welcome passengers to benefit Northumberland and the wider the North East.”

The coach sector’s contribution is particularly pronounced in parts of the country with rural populations, and in parts of the country with less extensive rail services, making it an excellent target market for rural Northumberland. For example, the coach sector’s employment and supply chain is worth over £425 million in Wales and £640 million in Scotland.