VisitBritain, Newcastle Airport and NewcastleGateshead Initiative have announced a partnership to promote the North East of England to overseas visitors.
The three-year partnership will focus on driving more visitors to explore the diverse culture and heritage of NewcastleGateshead and the surrounding areas.
In year one, the initiative will target visitors from Germany, highlighting the direct flights from Berlin to Newcastle Airport, and profiling the Great Exhibition of the North as a reason to travel in 2018.
The partnership is also working with local destination management organisations and tourism colleagues across the North East to develop bookable itineraries showcasing the region's varied tourism product.
VisitBritain Commercial Director Carol Dray said:
“We are pleased to be working together to promote the North East to an international audience. Increasing regional connectivity not only makes it easier for visitors to see more of Britain, it boosts economic growth, further cementing tourism as one of the UK’s most valuable export industries.”
Chief Executive at NewcastleGateshead Initiative Sarah Stewart said:
"We're delighted to have brokered this three-way partnership which will strengthen our ongoing work to inspire and attract visitors from key markets. Importantly, our plans for initial campaign activity next spring will support work to promote the Great Exhibition of the North to international audiences and provide a really compelling reason to travel here in 2018.
"Collaborating with colleagues at Newcastle Airport and across the North East, the partnership will also support product development and provide greater profile for our regional tourism assets."
Chief Executive of Newcastle International Airport Nick Jones said:
“We are delighted to team up with VisitBritain and NGI, with the support of other partners, to help promote our fantastic region to overseas markets. A number of air routes that operate from Newcastle Airport have the potential to bring tourists in. By growing inbound numbers we will not only further strengthen the routes themselves, but also boost the North East economy.”
The Great Exhibition of the North (22 June to 09 September 2018) will celebrate the North’s cutting-edge technology and inspiring culture that has defined the past and continues to shape the future. The free, family-friendly Exhibition brings together performance, visual arts and interactive experiences using the city as its stage, with activity in NewcastleGateshead’s world-class venues and outdoor spaces. Visitors can begin their journey at one of two Exhibition Hubs at the Great North Museum or Gateshead Quays (BALTIC Centre for Contemporary Art and Sage Gateshead), connected by three walking trails focusing on arts and culture, design and innovation.
Germany was the UK’s 2nd most valuable market for spend in 2016, with inbound visitors spending £1.5 billion, and was the UK’s 3rd most valuable market for volume, with 3.3 million inbound visits last year.
VisitBritain’s forecast shows that overseas visits are expected to reach 39.7 million in 2017, up 6% on 2016 figures. Spending by overseas visitors is forecast to reach £25.7 billion, up 14% on 2016.
Tourism is worth £127 billion to the UK economy, creating jobs and boosting economic growth across its nations and regions.