Visit County Durham has launched a major national destination marketing campaign to inspire consumers to make Durham their next stop for a staycation.
Running from autumn 2025 to spring 2026, ‘Next Stop, Durham’ will highlight the county’s wealth of 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.
The campaign will be delivered in partnership with local 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.
‘Next Stop, Durham’ follows last year’s campaign which reached over 18m people and contributed an estimated £165 million in visitor spend. The new campaign aims to reach those who travel through the region by road or rail on their way to better-known destinations such as York, Edinburgh or the Lake District, raising awareness of the county as an alternative location offering new experiences.
The campaign will 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. The latest figures also show that whilst only 8% of visitors stay overnight, they contribute 43% of all expenditure. A key priority for the campaign therefore is to grow the volume of visitors staying for longer breaks. 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 to bring 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.”
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.
For more information visit www.visitcountydurham.org.
