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The 2025 STEAM data deep dive
We take a closer look at the 2025 STEAM data which tracks visitor numbers and spend.
What is STEAM?
*STEAM stands for Scarborough Tourism Economic Activity Monitor. STEAM is a tourism economic impact modelling process which approaches the measurement of tourism from the bottom up, using local data and visitor survey analysis collated throughout the recording year.
STEAM (Scarborough Tourism Economic Activity Monitor) is a tourism economic impact modelling process which approaches the measurement of tourism from the bottom up, through its use of local supply-side data. The STEAM process is essentially a structured framework with the capacity to accept a wide range of tourism input data. Experience North East England aggregates the data on behalf of the region to help give a picture of how the visitor economy is performing.
The data covers the North East Mayoral Strategic Authority area across the seven local authorities of County Durham, Gateshead, Newcastle, Northumberland, North Tyneside, South Tyneside and Sunderland.
Facts & Figures
- North East of England welcomed 70.38 million visitors in 2025 (+2.8% on 2024)
- Day visitors account for over 63 million trips
- 63,600 (+1.2% compared with 2024.) people are now employed in the sector.
- The visitor economy is now worth £7.13 billion to the region, up 3.7%, from 2024
- Day visitors now account for 89% of all visits to the North East and contribute approximately £3.892 billion to the regional economy.
- 7.7 million travellers stayed overnight and while a small decrease, surpassed pre-pandemic levels, with more people staying in the region in 2025 than in 2019.
- Average spend per day visit has increased to £46.04, representing growth of more than 4% compared with the previous year.
- While staying/overnight visitors make up just 11% of total visitor numbers, they continue to play a hugely important role in the visitor economy, generating 45% of all visitor spend. Average expenditure per overnight trip has risen to £317.18, an increase of almost 23% year on year, underlining the significant value of attracting visitors to stay longer.
- Food and drink remains at the heart of the North East's visitor offer, contributing more than £2.337 billion annually and accounting for 44% of total visitor spending across the region.
- The food and drink sector also supports approximately 22,555 full-time equivalent jobs, representing 45% of all tourism employment, further highlighting its importance as a key economic driver and a central part of the visitor experience.
Local Performance
County Durham continues to attract the highest number of visitors overall, with 21.98 million exploring the county’s attractions, cultural spots and open spaces.
Other significant increases have been reported in Northumberland, up 6.4% with 11.13 million visitors and in Newcastle Gateshead (11.07 million visitors) and North Tyneside (5.59 million visitors), both up 3.9%. A bumper year for major events like the Mercury Prize and concerts in Newcastle and new investments in accommodation and attractions in Northumberland are thought to have contributed to the increases.
Sunderland has seen numbers increase by 1.2% (8.2 million visitors) thanks to landmark events like the Women’s Rugby World Cup whilst the iconic Great North Run continues to attract more revellers to the finish line in South Tyneside, which saw numbers increase to 5.96 million, an increase of 1.1%.
National Picture
The reduction in overnight visits is reflected in national data, with overall accommodation occupancy in England at the end of 2025 down two percentage points according to data from VisitEngland - suggesting consumers are still feeling the bite from the cost-of-living crisis and taking fewer overnight trips.
