Image by Pete from Pixabay
UK holidaymakers are urged to explore their own country’s beauty before jetting off to other destinations.
A new campaign is highlighting why Durham should be at the top of everyone’s must-visit list. Its unique and diverse experiences and world-class attractions make it the perfect place for a fun-filled staycation.
‘Next Stop Durham’ is Visit County Durham’s latest national destination marketing campaign. It aims to engage with consumers who may have passed through the county but not taken the time to stop and explore. The campaign will run from autumn 2024 to spring 2025 and will include advertising on the London Underground and train stations on the East Coast network.
Visit County Durham – Durham County Council’s tourism service – has teamed up with partners across the visitor economy for the campaign to help showcase the variety that exists in the county. This includes Locomotion, Raby Estates, The Auckland Project and Beamish, The Living Museum of the North. The campaign will highlight the many reasons why Durham should be everyone’s next stop for a great UK getaway, including quality places to stay, stunning scenery, award-winning attractions, exciting events, and fantastic food and drink.
It comes as the county prepares to co-host a 9-month international festival across County Durham and Tees Valley in 2025 to celebrate the 200th anniversary of the first journey on the Stockton and Darlington Railway (S&DR).
Locomotion Railway Museum in Shildon is a must-do during a staycation and will put visitors on track to a great experience. Situated in the world’s first railway town known as ‘the cradle of the railway’ it is the perfect place to explore the history and engineering of the railway. Locomotion will play a key role in the S&DR200 festival, hosting an exhibition highlighting Railway Firsts in recognition of the innovation at the heart of S&DR. Iconic locomotives and rail vehicles will be on display alongside one another, showcasing 200 years of railway history.
Next Stop Durham will share this message with millions of potential visitors through targeted marketing activity, including editorials with national media, influencer commissions and digital advertising. It will run until spring 2025 and encourage people to spend longer in the county and explore a wider area, taking advantage of the variety of accommodation, including campaign partners Seaham Hall Hotel and Spa, Radisson Blu Hotel, Durham and Lumley Castle. Duncan Peake, chair of Visit County Durham and chief executive of Raby Estates, said: Now is the time for County Durham to shine bright – shouting louder and championing the many wonderful things there are to experience in the county. With heritage destinations, breathtaking scenery and moorland, delicious local produce and standout attractions, this landmark campaign from Visit County Durham is vital to educate more people about the reasons to visit this very special part of the UK.
“We’re incredibly proud of all that the county has to offer, and the additional support and investment into the area has been extremely welcomed.”Cllr Elizabeth Scott, Durham County Council’s Cabinet member for economy and partnerships, said: “Encouraging visitors to enjoy the wonderful places on offer in the UK is very important, and Durham truly is a wonderful place to visit. Staycations are crucial to supporting tourism businesses and delivering sustainable economic growth. Next Stop Durham will support our efforts to increase overnight stays by providing a wealth of staycation inspiration to suit all ages, tastes and budgets. It comes at a perfect time as the county prepares to celebrate a significant milestone in our rich railway history.”
As part of the campaign, Visit County Durham has created a dedicated section on its consumer website with inspiring content to help people plan their trips to the county.
Visit www.thisisdurham.com/nextstop to find out more.
