Tourism initiative sees £5.7m spent in county

Robson Green in Northumberland.
Robson Green in Northumberland.
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A national marketing campaign to attract visitors to Northumberland has achieved impressive results in terms of visitors and revenue.

The campaign – ‘Northumberland’s Active Spirit’ – encouraged people from across the country to visit the region and enjoy their own version of the spirit and activities Northumberland has to offer.

The examples being promoted as part of the initiative included exploring and discovering quaint market towns, having a go at ‘coasteering’ along the beautiful coastline or taking part in ‘active chilling’ at one of the many country house spas on the doorstep.

Part of the VisitEngland led ‘Growing Tourism Locally’ project funded by the government’s Regional Growth Fund (RGF), the £94,000 campaign has been independently estimated to have inspired significant numbers of new visitors to the county who spent a total of £5.7m while on their holidays.

VisitEngland estimates that this additional money spent in the area will allow the county’s tourism industry to generate 107 new jobs, and that was an indication that the tourism industry continues to grow.

Jude Leitch, from the Northumberland Tourism organisation, said: “Northumberland has in the past been considered a ‘hidden gem’.

“These campaigns are helping us to gradually change this perception and to introduce a growing number of UK visitors to our spectacular scenery, fascinating attractions and remarkable stories.

“We want visitors to know that there are a wealth of things to do in Northumberland and how easy we are to reach.”