Research has shown that Do Durham Differently, Visit County Durham’s national destination marketing campaign, contributed an estimated £103m in visitor spend – over 8% of the county’s total annual economic impact.

The campaign, which ran from autumn 2023 to spring 2024, was delivered in partnership with the tourism industry and featured high profile marketing activity including online editorials with national media titles, targeted digital display advertising and influencer commissions.

Consumer contacts acquired through marketing activity were surveyed, with results demonstrating the success of the campaign. Over half of respondents recalled seeing Do Durham Differently activity, of which 37% stated that the campaign had definitely influenced their decision to visit. And of those who had visited the county, 54% stated they stayed an extra day due to the campaign. This is an important output, as currently only 8% of the county’s visitors stay at least one night, but this equates to 43% of the economic impact, which is why increasing overnight stays is a strategic priority for Visit County Durham.

Michelle Gorman, managing director at Visit County Durham, said: “We are delighted at the results of the Do Durham Differently marketing campaign, which demonstrates the impact we can have by working in partnership, as without this support, such high impact, high profile activity would not be possible. Not only did the campaign drive new visits, it also encouraged those who had already planned a trip to stay longer, by showing the wealth of diverse experiences the county has to offer. And with 74% of respondents who had not yet visited the county stating that the campaign influenced them to do so in the future, people will continue to be inspired to Do Durham Differently in 2024 and beyond.”

Special thanks to Do Durham Differently campaign partners: Locomotion; Raby Estates; The Auckland Project; Beamish Museum; Durham Cathedral; Ushaw Historic House, Chapels and Gardens; The Bowes Museum; Seaham Hall Hotel; Headlam Hall Hotel; the Rose & Crown at Romaldkirk; Hotel Indigo; Radisson Blu Durham.

Follow the link for details of our current national partner marketing campaign – Next Stop Durham