New summer campaign puts NewcastleGateshead on the map for UK staycations
Real Summer, a new summer tourism campaign, has launched to promote NewcastleGateshead as one of the UK’s top city-break destinations, celebrating rich culture, major events, great food and memorable visitor experiences.
Running until August 2026, NewcastleGateshead’s Local Visitor Economy Partnership (LVEP), part of Experience North East England, has partnered with TransPennine Express and Eldon Square with support from Life, Metrocentre and Baltic to deliver this campaign that will inspire domestic city breakers within a 3-hour drive to visit this summer.
The multi-channel campaign aims to inspire visits, increase footfall and encourage overnight stays throughout the summer season, while supporting attractions, events and partner activity across the destination.
Targeting UK-based city breakers in Leeds, Manchester, York and Edinburgh, Real Summer positions NewcastleGateshead as the ideal summer escape for weekend breaks, cultural adventures and family-friendly experiences. While primarily aimed at the city break market, it will also focus on families.
The family target audience of the campaign is particularly timely, as from 25 June to 1 September families will be able to explore more of the North East for less thanks to a new initiative. VAT on eligible family attractions and children’s menu meals will be reduced from 20% to 5%, while free bus travel for children aged 5–15 will be available throughout August, helping families experience even more of NewcastleGateshead for less.
Campaign activity running alongside the initiative is expected to further strengthen the region’s value-for-money appeal, while also driving increased footfall to family-friendly attractions and hospitality venues.
Real Summer builds on the success of NewcastleGateshead LVEP’s Autumn/Winter campaign, which ran last year, and forms part of its long-term consumer marketing strategy to create a sustainable and thriving visitor economy. The campaign also responds to growing demand for UK city breaks centred around culture, entertainment, food and shared experiences, while reinforcing NewcastleGateshead’s reputation as a welcoming destination full of energy, warmth and memorable summer experiences.
Real Summer is a key part of our strategic approach to supporting the visitor economy in Newcastle and Gateshead. The campaign is both forward-thinking and data-driven, responding to growing demand from the emerging UK staycation markets, which we expect to continue growing in the years ahead.
Jen Rea also said,
"Working closely with partners and businesses across the destination is central to the campaign’s success and will help us drive visitor growth while strengthening Newcastle Gateshead's position as a leading UK city-break destination.
"With the visitor economy in NewcastleGateshead now worth £2.5 billion and attracting 17.5 million visitors in 2025, we are focused on driving further growth across the sector. Through targeted campaigns like this one, working together with industry we aim to increase overnight stays, boost visitor spending and footfall, and inspire millions of potential visitors to choose Newcastle and Gateshead for their next trip."
Tourism plays a vital role in Newcastle’s economy, supporting thousands of jobs, driving investment and helping attractions, hospitality venues and businesses to thrive across the city.
Cllr Owen Burbidge also said,
"We are delighted to support the Real Summer campaign, which showcases everything that makes Newcastle and Gateshead such fantastic places to visit. From our rich cultural offer and world-class events to our vibrant food and drink scene. With brilliant family-friendly attractions, a huge range of activities on offer and that famous warm Geordie welcome, there is something here for everyone.
"By encouraging more people to choose Newcastle and Gateshead for their summer break, this campaign will help bring additional visitors into the city and surrounding areas, boost spending in local businesses and strengthen our visitor economy. We look forward to welcoming people from across the UK to experience a real summer here."
This is a fantastic campaign that really helps shine a spotlight on everything Gateshead has to offer over the summer. We know that when visitors spend more time here, it brings real benefits to our local businesses, venues and communities. Gateshead is a vibrant and welcoming place, with so much to see and do, and this campaign is a great opportunity to encourage more people to come and discover it for themselves - and make the most of a brilliant summer right here in the North East.
We’re delighted to be a lead partner in the Real Summer campaign, which shines a spotlight on NewcastleGateshead as one of the UK’s most vibrant city-break destinations. At Eldon Square, we’re proud to sit at the heart of the city centre, offering visitors an exciting place to shop, dine and spend time as part of their visit. As the summer season gets underway, we look forward to welcoming visitors from across the UK and playing our part in helping them make the most of everything the region has to offer!
We’re proud to support the Real Summer campaign and help connect more visitors to everything Newcastle and Gateshead has to offer. With fast, convenient rail links from across the North and Scotland, it’s the perfect destination for a summer city break.
