UK tourism businesses report growth in Devon and County Durham

Tourism businesses in Devon and County Durham report positive seasonal trends driven by marketing campaigns and government incentives.

In Devon, hospitality and leisure businesses noted strong visitor numbers and spending despite challenges posed by early-season heatwaves. The government’s Great British Summer Savings scheme, which reduced VAT on visitor attraction tickets and children’s meals to 5 per cent, provided a boost to the sector. Local businesses, such as Stuart Line Cruises and The Big Sheep, reported increased visitor numbers and a recovery in interest once temperatures stabilized.

In County Durham, the ‘Next Stop Durham’ national marketing campaign resulted in an estimated 11 per cent increase in visitor spending. The campaign, which targeted travelers along the London-York-Edinburgh corridor, successfully encouraged more visitors to stay overnight and explore unplanned attractions. Evaluation of the campaign showed that 15 per cent of respondents were influenced to stay overnight, up from 11 per cent during the previous campaign period.