COUNCIL bosses have drawn up a strategy aimed at ensuring Darlington attracts millions of pounds worth of tourists' cash.
A tourism review group was set up by the borough council to see how the industry was performing in the town - and whether further steps could be taken to improve it.
And it found that, although tourism was booming locally, extra measures could be introduced to increase revenue.
The group's report says that:
* Tourism expenditure by both staying visitors and day-trippers is estimated to be worth £71.7m a year to Darlington.
* About 1.6m day trips and 131,000 staying trips are made to the town.
* 62 per cent of tourism expenditure is in the retail and catering sectors.
* Tourism spending supported the equivalent of 1,691 full-time jobs.
But the group says that there are ways Darlington could make more of its assets - mainly by having greater communication between council departments and the private sector. The report says: "Darlington has a great deal to offer as an attractive historic market town, but has been too modest in its efforts in the past to establish its image.
"The attraction of the town centre and shopping is well-established and Darlington currently has an extensive events programme, albeit fragmented in its approach.
The report suggested a more co-ordinated and collaborative approach to the events held within the town, in order to make it more appealing and lead to an increase in the 'dwell time' and spend per head by residents and visitors.
It added: "Tourism initiatives would benefit from continued and enhanced liaison and information exchange within all council departments and relevant interests in the private sector."
Cash from development agency One NorthEast could be on offer for combined cultural and tourism initiatives.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article