The North East’s incredible icons, exciting adventures and distinctive food and drink have been showcased in the US as part of a campaign in partnership with national tourism agency VisitBritain, aimed at growing inbound visits to the region.

Destination management organisation Visit County Durham, Durham County Council’s tourism service, led on the initiative, which saw the North East become part of VisitBritain’s multi-million-pound international co-operative consumer marketing campaign – Come See Things Differently. With activity aiming to make Britain the destination of choice in the USA, Britain’s most valuable inbound visitor market, the awareness and appeal of the region has been raised following the high impact activity, driving consideration to visit and bookings.

Delivered in partnership and with funding from VisitEngland, and fellow Local Visitor Economy Partnerships NewcastleGateshead Initiative, and Visit Northumberland, the campaign promoted the region to over 3.5m potential visitors through targeted digital marketing and social media activity.

Duncan Peake, Interim Chair of Visit County Durham, and chief executive of Raby Estates, said: “This campaign demonstrates how effectively the region’s three Local Visitor Economy Partnerships can work together. By joining forces, we have been able to secure additional grant funding from VisitEngland, to deliver a really significant campaign.

The US market has returned strongly post-covid, and with research showing that international visitors are now seeking new experiences outside of London and other well-known destinations, the North East is perfectly placed to capitalise.”

The campaign also supports the aims of Destination North East England, the first-ever regional tourism pilot, which has identified inbound tourism as representing a huge growth opportunity for the North East.

John Marshall, Chair of Destination North East England, and NewcastleGateshead Initiative, added: “This campaign is testament to the power of collaborative working across our region. As a collective we have so much to offer international markets like the US, and this campaign will support us to become the international destination of choice for this valuable inbound market. As the first-regional tourism pilot in England, this is a tangible example of how, by working together we can unlock new opportunities and funding that support our ambitions to double the size of our visitor economy.