County Durham showcases thriving visitor offer to VisitBritain CEO

Visit County Durham has welcomed Patricia Yates, Chief Executive Officer of VisitBritain/VisitEngland, to the destination, showcasing the county’s thriving visitor offer and the strength of the sector.

Following significant investment in new and enhanced attractions and accommodation, and
with further developments in the pipeline, the visit provided an important opportunity to
strengthen national partnerships and highlight County Durham’s role in driving regional
tourism growth.

Visit County Durham, the county’s Destination Management Organisation and Durham
County Council’s tourism service, has worked closely with VisitBritain and VisitEngland since
its formation in 2006 and was one of the first destinations to achieve Local Visitor Economy
Partnership status. More recently, collaboration has deepened further through the North
East’s Destination Development Partnership pilot, with increased alignment across
international trade and media activity.

The two-day itinerary demonstrated how County Durham is evolving its offer to meet the
needs of modern audiences and international markets, with a strong focus on storytelling,
placemaking and partnership working.

Highlights included Durham Cathedral and the UNESCO World Heritage Site, where
discussions centred on the international appeal of heritage-led experiences such as the
Northern Saints Trails. The programme also showcased the growing importance of food and
drink in shaping visitor experiences; alongside authentic storytelling rooted in local heritage.
A wider tour of the county featured cultural and heritage attractions, including The Bowes
Museum, currently hosting a major Vivienne Westwood exhibition, and Raby Castle, where
significant investment has enhanced the visitor experience through new gardens, galleries
and family-friendly facilities.

In Bishop Auckland, The Auckland Project highlighted the scale of cultural regeneration
transforming the town into a major heritage destination. A behind-the-scenes visit to Kynren:
An Epic Tale of England, and the adjacent The Storied Lands, provided insight into one of
the UK’s most ambitious new tourism developments, set to further enhance the region’s
international appeal.

Key themes throughout the visit included screen tourism and the role of national campaigns
such as Starring GREAT Britain in driving international demand, alongside wider priorities
including skills, connectivity, investment and partnership working.

The programme also enabled engagement with Visit County Durham’s Advisory Board,
representing leading tourism businesses and institutions, offering valuable insight into both
opportunities and challenges facing the visitor economy.

Patricia Yates, CEO of VisitBritain/VisitEngland, said: “Visit County Durham organised a
brilliant programme, and it has been wonderful to visit so many businesses and attractions

across the county, and to experience first-hand the warm welcome for visitors. It has also
been fantastic to meet key tourism stakeholders and industry leaders, seeing how the
strength and ambition of local and national partnerships, underpinned by a place-based
approach, are ensuring County Durham is a great place to live, work, study and visit.”

Cllr Karen Allison, Portfolio Holder for Leisure, Tourism, Regeneration and High Street said:
“Patricia Yates’ visit to County Durham is a strong endorsement of the quality and ambition
of our visitor economy. It highlights the strength, resilience and creativity of our tourism
sector and the important role we play within the wider North East. With significant
investment, a growing year-round offer and major developments such as Kynren: The
Storied Lands, we are well placed to attract new audiences and increase overnight stays.
Partnerships remain key to delivering sustainable tourism growth, and we look forward to
continuing to work closely with VisitBritain and VisitEngland to maximise these opportunities
for the destination and our partners.”