North East tourism gets a boost as region is chosen for initiative to increase visitor numbers

Tourism boards, known as Destination Management Organisations (DMOs), help businesses and visitors find out about an area and often lead the development of the local tourism sector.

But last year’s independent review into DMOs, carried out by chair of British Tourist Authority, Nick de Bois, found the landscape is overcrowded and fragmented. For example, there are more than 150 DMOs of all shapes and sizes in England which makes it confusing for tourists planning breaks and businesses looking to invest.

To fix this problem and make sure the country is providing tourists with the best service, the government is streamlining DMOs by accrediting the top performing organisations so they can grow the visitor economy and attract major business, cultural and sporting events. The plans were set out earlier this year.

As part of plans to overhaul the current system, NewcastleGateshead Initiative in the North East has been selected to lead a pilot in partnership with Visit Northumberland and Visit County Durham working across seven local authority areas.

The partnership will receive £2.25m to help successfully develop and market the region as a must-visit destination while attracting further private investment and driving growth.

By working in partnership, tourism boards will be able to attract new hotels, develop major attractions such as the Eden Project in Cornwall, build on local heritage and cultural assets through the likes of UNESCO World Heritage bids, grow the food and drink offer and maximise the potential of the region’s natural assets, including its dark skies, beaches and national parks.

Tourism minister Stuart Andrew said: “From Hadrian’s Wall to Durham Cathedral and the bright lights of Newcastle, the North East has much to offer tourists from around the world, but we want to go further and attract even more visitors.

“We are looking at what more we can do to streamline the way the region’s tourism bodies work together, improve the region’s offer and the way it markets itself. With £2.25 million in funding, we hope the North East can be a pioneer for other areas in unlocking its potential and putting its best foot forward.”

VisitEngland director Andrew Stokes said: “The UK Government’s decision to proceed with a pilot approach is a valuable opportunity to prove the DDP concept, demonstrating the benefits that these reforms will have if rolled out nationwide. We will also be able to really measure an element of funding at a regional level to develop tourism and what impact that will have, strengthening the case for future funding.

Sarah Green, CEO, NewcastleGateshead Initiative: “This pilot is an incredible opportunity to unlock our growth potential in the North East, attracting more visitors, reaching new international markets, creating jobs, growing businesses, attracting investment, and reinforcing local pride in our place.”

Partnerships should support businesses to create sustainable tourism offers, reduce their carbon footprint and offer consumers opportunities to enjoy themselves whilst minimising their impact on the environment.

By Mark Adair – Correspondent, Bdaily

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