North East's new destination marketing agency launches
Ambitious plans to double the value of North East England’s visitor economy have taken a leap forward today with the launch of a new destination marketing agency.
Experience North East England is the new destination marketing agency for North East of England and the regional marketing lead for the visitor economy.
North East Mayor Kim McGuinness and the North East Mayoral Strategic Authority Cabinet are backing that ambition through £7m of new investment used to inspire and attract domestic and international visitors. As regional marketing lead for the visitor economy, Experience North East England (Formerly NewcastleGateshead Initiative) is now the destination marketing agency for the whole region, promoting a sustainable, world-class destination to visit, meet and invest in.
Henry Kippin, Chief Executive of the North East Mayoral Strategic Authority and Interim Chair of Experience North East England, said:
“Destination marketing is vital to our growth ambitions for the visitor economy, marking the first time in over a decade that any significant investment has been made to drive international visitors.
“The launch of Experience North East England, backed by a £7m commitment from the Mayoral Strategic Authority, is a turning point in our drive to bring the world to our doors and create jobs and opportunity for local people and businesses by doing so.”
Experience North East England will work alongside Visit Northumberland, Visit County Durham and NewcastleGateshead Local Visitor Economy Partnerships (LVEPs), all seven local authorities and Newcastle International Airport on shared priorities to grow the region’s visitor economy.
With funding from the North East Mayoral Strategic Authority, Experience North East England will inspire and attract domestic and international visitors by developing new products, shaping unforgettable experiences and by delivering inspiring marketing campaigns that showcase the whole region’s visitor offer worldwide.
Ian Thomas, Interim Chief Executive of Experience North East England, said:
"Today marks a significant milestone for Newcastle Gateshead Initiative as we enter a new exciting chapter as Experience North East England, the Destination Marketing Agency for North East England. Our new name reflects everything we stand for as an organisation — ensuring visitors, investors and businesses experience more of what our region has to offer.
“This will build on a 25-year legacy of promoting Newcastle and Gateshead to visitors and investors as well as four years as the UK’s first-ever regional Destination Development Partnership Pilot in England. This investment is vital to growth ambitions for the visitor economy and marks the first time in over a decade that any significant investment has been made to drive international visitors to our region.”
Nick Jones, Chief Executive of Newcastle Airport and Board member of Experience North East England, said:
“I am delighted to join the board of Experience North East England and support this important new organisation as it helps grow the region’s visitor economy. Its focus on inbound marketing, events, partnerships and product development will be key to raising the North East’s profile and attracting more visitors.
“For people to visit us, they need to know who we are, where we are and how to get here. Through our new and existing routes, Newcastle Airport is proud to play a part in that role.”
As well as marketing the whole region’s visitor economy, Experience North East England will continue to deliver on behalf of Newcastle City Council and Gateshead Council as the VisitEngland-accredited LVEP, as well as place promotion activities, campaigns and events under Invest Newcastle, working closely with more than 150 private sector partners.
Pam Smith, Chief Executive, Newcastle City Council added:
“This is an exciting moment for Experience North East England as they embark on a new chapter and build on a 25-year legacy of promoting Newcastle and Gateshead to visitors and investors. Experience North East England will continue to deliver for both Newcastle and Gateshead Council to promote our city as a global destination for investment and as a place to visit. We have an exciting story to tell as one of the UK’s core cities, brimming with energy. creativity, talent, and regeneration projects that are shaping a new narrative."
Dale Owens, Chief Executive, Gateshead Council added:
“The launch of Experience North East England is an exciting step forward for the region, helping us present a confident, joined‑up offer to visitors and investors. For Gateshead, this regional approach creates a real opportunity to shine a spotlight on our cultural, heritage and visitor attractions, while continuing to celebrate the distinctive local experiences that make the borough such a fantastic place to visit.”
