Sunderland's qualification for the Europa League is expected to provide a significant boost to the North East's tourism industry, according to tourism bosses. The Black Cats secured seventh place on the final day of the Premier League season, edging out Chelsea, and will now compete in European competition for the first time since 1973.
Thursday Night Games Key to Longer Stays
Experience North East England, formerly the NewcastleGateshead Initiative, has been working to double the region's tourism economy from £5 billion to £10 billion between 2023 and 2033. While the organisation had initially highlighted Newcastle United's upward mobility as a key driver, the Magpies' failure to qualify for European competitions this season has left a gap. Sunderland's European campaign could help fill that void.
Ian Thomas, interim chief executive of Experience North East England, explained that the scheduling of Europa League matches on Thursdays could encourage away fans to extend their visits. "For the Champions League, fans are generally chartered in and out. But people are more likely to stay for the weekend if games are on a Thursday," he said.
Hope for Big Draws
Thomas, a Sunderland fan since childhood, expressed hope that the club would draw one of the bigger teams in the Europa League. This year's draw includes heavyweights such as Juventus, AC Milan, Marseille, Bayer Leverkusen, and Benfica. He noted that Ryanair operates a flight between Newcastle Airport and Milan Bergamo from Thursday to Sunday, which could attract travelling fans to explore the wider North East region after the match.
"It would be great to get any big teams from Germany or Italy, AC Milan and Juventus are really good opportunities from route development and tourism. We know these big traditional Italian and German clubs travel really well," Thomas added.
Tourism Already on the Rise
Sunderland's return to the Premier League last season has already boosted tourism in the region. Hotel occupancy rates in Newcastle, Sunderland, and Durham have seen more consistent levels since August 2025, thanks to Premier League football taking place every weekend rather than every other weekend. Figures released earlier this week show that the North East welcomed 70.38 million visitors in 2025, with the region's tourism economy valued at £7.13 billion.
Even if Sunderland are drawn against lesser-known sides, such as Qarabag, who Newcastle faced in the Champions League knockout stage this season, tourism chiefs remain optimistic about the potential benefits for the region.
