Industry News

Group travel and the travel trade represent a key market for the county, with this segment often requiring accommodation and visiting multiple attractions during their stay. For over 10 years Visit County Durham has ran the Discover Durham groups and travel trade consortium, representing attractions, accommodation, activities and tour guides who also target this market, in order to create a strong proposition and present the full breadth of the county’s offer.

Activity includes digital marketing, familiarisation visits, advertising in key publications and attendance and trade shows and events.

During summer 2024 a survey ran to ascertain the impact of Discover Durham activity, which received very positive results. 63% of respondents, which represented group travel organisers, tour operators, coach companies and travel agents, stated that an interaction with Discover Durham influenced a visit to the county, and with the average  group size being 21-50, this represents significant value.

Further positive results showed that 53% of respondents had increased their number of visits to the county over the last 12 months, with 84% confirming that they currently include the county in their itineraries or tours.

Michelle Gorman, managing director of Visit County Durham, said: “These fantastic results demonstrate the impact we can have by working in partnership. Discover Durham activity puts our county on the map by showcasing the many experiences available for groups. And with new attractions opening this year which will greatly appeal to this market, including the new developments at Raby Castle, New Hall at Locomotion and further additions to the 1950s Town at Beamish Museum, along with new Confederation of Passenger Transport ‘Coach Friendly’ accreditation for Durham City and Bishop Auckland, we are certain that even more group travel organisers and travel trade will recognise Durham as the ideal destination for groups.”