The northeast of England will pilot a new £2.25 million government scheme to revamp regional tourism boards.
The disclosure came as part of a government plan to restructure local destination management organisations (DMOs) after an independent review last year by VisitEngland advisory board chair Nick de Bois found the sector to be “overcrowded and fragmented”.
It concluded that there are more than 150 DMOs “of all shapes and sizes” in England “which makes it confusing for tourists planning breaks and businesses looking to invest”.
As a result, the government is streamlining DMOs by accrediting the top performing organisations through a ‘destination development partnership’ so they can grow the visitor economy and attract major business, cultural and sporting events.
The overhaul has seen the NewcastleGateshead Initiative selected to lead a pilot in partnership with Visit Northumberland and Visit County Durham working across seven local authority areas.
The partnership will receive £2.25 million to help develop and market the region as a “must-visit” destination while attracting further private investment and driving growth.
The aim is to extend the tourism season and attract more visitors from across the UK and abroad through initiatives such as the creation of Tour de Yorkshire, following the Tour de France stage in Yorkshire back in 2015, or the Commonwealth Games in Birmingham this summer.
The Department for Digital, Culture, Media & Sport (DCMS) believes that by working in partnership, tourism boards will be able to attract new hotels, develop major attractions, build on local heritage and cultural assets, grow the food and drink offer and “maximise the potential of the region’s natural assets,” including its dark skies, beaches and national parks.
The partnerships should support businesses to create sustainable tourism offers, reduce their carbon footprint and offer consumers opportunities to enjoy themselves whilst minimising their impact on the environment, according to the DCMS.
“Evidence will be collected throughout the pilot to understand how effective the proposed model is and to support any future funding considerations,” the department said. “If the pilot is successful, the government will look to roll the partnership model out to other regions across England.”
New tourism minister Stuart Andrew said: “From Hadrian’s Wall to Durham Cathedral and the bright lights of Newcastle, the north-east has much to offer tourists from around the world, but we want to go further and attract even more visitors.
“We are looking at what more we can do to streamline the way the region’s tourism bodies work together, improve the region’s offer and the way it markets itself.
“With £2.25 million in funding, we hope the north-east can be a pioneer for other areas in unlocking its potential and putting its best foot forward.”
VisitEngland director Andrew Stokes added: “The UK government’s decision to proceed with a pilot approach is a valuable opportunity to prove the destination development partnership concept, demonstrating the benefits that these reforms will have if rolled out nationwide.
“We will also be able to really measure an element of funding at a regional level to develop tourism and what impact that will have, strengthening the case for future funding.”
NewcastleGateshead Initiative chief executive Sarah Green described the pilot as an “incredible opportunity” to unlock the growth potential in the region by attracting more visitors, reaching new international markets, creating jobs, growing businesses, attracting investment, and “reinforcing local pride in our place”.
She added: “As the first Destination Development Partnership, we will work with our partners in Visit County Durham and Visit Northumberland to ensure the tourism sector is supported and grows across all seven local authorities in the region.
“Our region will act as a blueprint for the rest of England, and we could not be prouder to help shape the future landscape of destination management organisations, working in partnership to deliver local economic growth through the visitor economy.”