Tour operators from around the country will sample some of County Durham's attractions at the weekend.
Durham City Council, Northumbria Tourist Board, Durham University and Durham County Council have organised the Durham City Showcase to show operators what the area has to offer.
They will stay at the Durham Marriott Hotel, the Royal County, and the Swallow Three Tuns Hotel, in Durham City, and the highlight of their trip will be a visit to the new Gala Theatre, part of the £30m Millennium City complex.
There, they will see The Sacred Journey, a specially-commissioned film telling the life story of St Cuthbert, and tour the theatre.
They will also attend a tourism workshop at Van Mildert College, where they will meet local business people.
Other activities include a visit to Durham Cathedral, a trip on the Prince Bishops River Cruiser and a trip to Beamish Open Air Museum.
The event is being co-ordinated by North-East travel specialist Steve Reed Tourism.
Martin Boulton, tourism conference officer for Durham City Council, said: "The timing of the event may prove to be ideal for Durham City.
"We have a lot to offer - the Gala development has recently opened and it is sure to be a major plus for the city and the region as a whole.
"We expect the tour planners to bring new and additional tourism business back to our area as a result of the event."
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