TOO often, the North-East has been guilty of failing to capitalise on its rich heritage.
For years, we have banged the drum about the missed opportunity which is the region's unique railway history.
At long last, we are beginning to wake up to the tourism potential of being the birthplace of the railways, principally through the opening later this year of the Weardale Railway - destined to be one of the country's primary heritage railways - and the National Railway Museum at Shildon.
But what about the region's other missed opportunities? Durham City is up at the top of the list.
Durham is a jewel in the North-East's crown: fascinating history, beautiful riverside setting, exquisite buildings. But it could, and should, be able to attract more visitors than it does. It could, and should, be a more exciting place to go.
Inadequate access, chronic under-investment in marketing and public relations, complacency, and a general lack of vision have left Durham City as a centre of unfulfilled potential.
Yesterday's unveiling of a 20-year plan to unlock that potential, and place Durham alongside the likes of Bath, York and Chester as a world-class visitor destination, is long overdue.
If the North-East votes for regional government in October and Durham becomes the seat of the assembly - as it must for the sake of the wider region - then the city must be seen to be moving forward.
Plans, of course, have to be delivered and turning the vision into reality will require ambition matched by investment.
But at least a start has been made on polishing the jewel that is Durham City.
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