Visitor guide generates millions in extra spending

Visitor guide generates millions in extra spending

Visitor attractions from across Durham are getting on board to help showcase the county’s tourism offer for 2017.

The latest edition of the Durham Pocket Guide, produced by Visit County Durham, has a readership of over 500,000, with the free 66-page booklet distributed through over 600 outlets across the county, North Yorkshire, Cumbria, Newcastle and Northumberland.


The guide, which helps to generate millions of pounds in extra spending, encourages users to visit attractions and locations they hadn’t planned on seeing.


Most recent survey results show that £7 million of additional spending was generated as a result of the Durham Pocket Guide. This represents an increase of 11.7% on 2011 figures.


Survey results also show 92% of respondents visited attractions that they had not planned to as a result of the guide, 89% visited areas of the county they had not planned to, and 71% spent more time in the county – proving the guide to be a vital tool in maximising visitor spend.


With dedicated sections on Durham City, the Durham Dales, the Vale of Durham and Durham Coast, the guide is packed with attractions, activities, shopping and events, and also contains useful information for visitors including maps and special offers.


Michelle Gorman, Managing Director of Visit County Durham, said: “The Durham Pocket Guide is an essential companion for visitors. As well as shining a spotlight on the fantastic experiences Durham has to offer, research has demonstrated the significant contribution it makes to the visitor economy by encouraging those visitors to stay longer and spend more.”


Sally Dixon, Beamish Museum’s Assistant Director - Partnerships and Communications, said: “The Visit County Durham Pocket Guide offers great value for money. It is an important part of Beamish’s overall marketing mix, which has supported the museum to achieve record-breaking visitor numbers, with over 750,000 visitors in 2016.” 


The guide is free to download from the website.


Durham Pocket Guide


Picture caption: Michelle Gorman, managing director of Visit County Durham, and representatives from attractions featured in the Durham Pocket Guide, board a tram at Beamish Museum.




Katharine Capocci T: 03000 261223




Notes to editors:


About Visit County Durham:

Visit County Durham (VCD) is the Destination Management Organisation for County Durham working on behalf of businesses and public agencies. We came into being on 1 April 2006 and are a private, not-for-profit company limited by guarantee, with a board of directors including an executive director.

The company’s main funder is Durham County Council. The private sector also contributes financially to our work in return for benefits and activities that meet their needs.

Visit County Durham assists the county to fulfil its potential as one of North East England’s lead destinations, attracting visitors to the region from across the UK and from target overseas markets. Its objective is to ensure that the tourism sector performs to its maximum capacity and brings economic benefits to the county in the form of wealth and job creation. Its broad aims are to attract people to the area and to provide visitors with the best possible experience.





Published: 27, March, 2017

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