The North East of England welcomed more than 70.38 million visitors in 2025, with the tourism industry now valued at £7.13 billion, according to a new study. The annual Scarborough Tourism Economic Activity Monitor (STEAM) analyses day and overnight visits and their economic impact on the visitor economy.
Visitor Numbers and Spending Rise
The report found that visitor numbers to the North East increased by 2.8%, while the value of the tourism industry grew by 3.4% from £6.6 billion. Northumberland saw a record-breaking 11 million visitors for the first time, surpassing pre-pandemic levels. Although overnight travel dipped slightly to 7.7 million people across the region, the number of days visitors spent in the area increased, leading to higher overall spending.
Target of £10 Billion by 2033
Experience North East England (formerly the NewcastleGateshead Initiative) aims to double the tourism economy from £5 billion to £10 billion between 2023 and 2033. Interim chief executive Ian Thomas expressed confidence, citing major upcoming events such as Newcastle's 150th anniversary as a city in 2032 and the Town of Culture 2029 bids. He also highlighted significant investment in the film studio partnership in Sunderland.
The tourism industry employed 63,600 people in the region last year, a 1.2% increase from 2024, with 45% of those jobs in food and drink. Thomas emphasised the need to support the hospitality sector, which has faced closures in 2025 and 2026. He noted that food and drink accounts for one in every three pounds spent by visitors.
Investment and Strategy
The North East Combined Authority has invested £7 million in Experience North East England as it rebrands and expands across all seven local authorities. The investment focuses on four key pillars: inbound marketing, product development, strategic events, and partnerships. Thomas stated that destination marketing is vital for growth, and this investment is the first significant funding for international visitors in over a decade.
Mayor Kim McGuinness said the investment will help the North East tell its story at home and globally, boosting local businesses, creating jobs, and attracting more visitors. She added, "I want people to see there really is no place better to visit."
