National campaign encourages holidaymakers to make Durham their Next Stop

Visit County Durham has launched a major national destination marketing campaign to inspire consumers to make Durham their next stop for a staycation, positioning the county as a must-visit destination for UK holidaymakers.

Running from autumn 2025 to spring 2026, ‘Next Stop, Durham’ will highlight the
county’s wealth of world-class attractions and events, outdoor adventures, hands-on
history, and exceptional food and drink, and is designed to influence consumers to stop, stay,
and explore everything the county has to offer.

Visit County Durham – Durham County Council’s tourism service – is delivering the
campaign in partnership with visitor economy businesses including The Auckland Project,
Beamish, The Living Museum of the North, Locomotion, Raby Estates, Ushaw Historic
House, Chapels and Gardens, The Bowes Museum, and Dalton Park, with additional support
from accommodation providers Lumley Castle, Seaham Hall Hotel, and Radisson Blu
Durham.

It comes as last year’s campaign reached over 18m people and contributed an estimated
£165m visitor spend - the Local Visitor Economy Partnership is confident in delivering even
greater results in the future.

The new campaign taps into a key opportunity as many people travel through County
Durham by road or rail on their way to well-known tourist destinations such as York,
Edinburgh, or the Lake District. ‘Next Stop, Durham’ aims to change that as consumers are
now actively looking for alternative locations and new experiences, making the county
perfectly placed to capitalise as a rising star in the UK staycation market.

It is set to further support the strong performance of the county’s visitor economy, which
generated a record £1.38 billion in 2024, an 11.7% increase on 2023. Latest figures show 8%
of the county’s visitors staying overnight, but contributing 43% of all expenditure, which is
why growing the volume of visitors staying for longer breaks is a key priority for the

campaign. As part of Visit County Durham’s commitment to positioning the county as a year-
round destination, the campaign aims to extend the visitor season—bringing long-term

benefits to local businesses and communities.

Duncan Peake, Chair of Visit County Durham and Chief Executive of Raby Estates, said:
“We’re proud to be part of this high-profile national campaign, working in partnership
to benefit the county’s visitor economy. By teaming up with partners across the sector for the
Next Stop Durham campaign, Visit County Durham can deliver additional, high-profile
marketing activity that shines a light on just how much there is to do in County Durham. It is
important to highlight the county’s visitor offer which includes award-winning
attractions, incredible heritage and fantastic places to eat and drink.”
Cllr Karen Allison, Portfolio Holder for Leisure, Tourism, Regeneration and High Street,
Durham County Council said: “Encouraging visitors to make County Durham their next stop
is an important message, as evidence shows that many potential visitors pass through the

county instead of taking the time to stay and explore. By highlighting the huge amount there
is to do we are encouraging people to not just visit County Durham but to stay longer, which
is crucial to supporting tourism businesses and delivering sustainable economic growth.”
The Next Stop Durham campaign will reach audiences through national media partnerships

and editorials, influencer campaigns, digital advertising across key platforms, and high-
impact out-of-home advertising.

With strong partnerships, bold messaging, and a clear mission, Next Stop Durham is set to
put the county firmly on the map for UK travellers looking for their next great escape.