The North East has been chosen for a major £2.25m tourism pilot scheme aiming to attract visitors, investment and jobs.
The money will be used to create one organisation to show off the best of the region to tourists and investors.
As part of the plans, the NewcastleGateshead will join with Visit Northumberland and Visit County Durham to market the region as a ‘must-visit’ destination, while attracting investment and driving growth.
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The government say that by working together the tourism boards will be able to attract new hotels, develop major attractions, build on local heritage and cultural assets, grow the food and drink offering and maximise the region’s natural beauty spots.
Sarah Green, CEO at the NewcastleGateshead initiative said the scheme is an “incredible opportunity for the region.
She told The Northern Echo: “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.
“As the first Destination Development Partnership, we will work with our partners in Visit County Durham and Visit Northumberland to ensure the tourism sector is supported and grows across all seven local authorities in the region.
“Our region will act as a blueprint for the rest of England, and we could not be prouder to help shape the future landscape of destination management organisations, working in partnership to deliver local economic growth through the visitor economy.
“From Auckland Castle to Alnwick Gardens, from dark skies to sparkly venues, from fish and chips to fine dining – the aim of this partnership is to provide an inclusive welcome for all, attracting more international and domestic visitors with a fantastic regional offer and visitor experience.”
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The announcement comes after a review into tourism boards, known as Destination Management Organisations (DMOs), last year which found the system was fragmented and overcrowded and actually made it confusing for tourists planning breaks and businesses looking to invest.”
Meanwhile Tourism Minister Stuart Andrew said he hopes the North East can be a “pioneer” in unlocking its tourism potential through the pilot.
He told The Northern Echo: “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.”
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