£7m of new investment to boost tourism in Sunderland and wider North East
“We’re delighted to be part of this exciting new regional approach to marketing Sunderland’s visitor economy,” says the chief executive of Sunderland City Council as new investment is announced for the region.
Sunderland and the wider North East is set to benefit from new £7m investment to boost its tourism economy.
The former NewcastleGateshead Initiative has been relaunched as Experience North East England and is the new regional marketing lead for the visitor economy across the whole region.
North East Mayor Kim McGuinness and the North East Mayoral Strategic Authority Cabinet are backing ambitions to double the value of North East England’s visitor economy with £7m of new investment, which will be used to inspire and attract domestic and international visitors.
It’s the first time in over a decade that any significant investment has been made to drive international visitors to the region.
Hailed as a ‘turning point’ in a drive to bring the world to the region, doing so would also bring more jobs and opportunity for local people and businesses.
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.
The news comes on the back of some high profile events in Sunderland, which has introduced more people to the city and its offering.
Patrick Melia, Chief Executive of Sunderland City Council, said: “As a city known for our growing reputation for hosting world class events like the recent BBC Radio 1 Big Weekend and last year’s opening match of the Women’s Rugby World Cup, as well as our glorious award-winning coastline, rich heritage and warm Sunderland welcome, we’re delighted to be part of this exciting new regional approach to marketing Sunderland's visitor economy.
“This has generated a record £657.5 million for the local economy in 2025 as more people chose to spend time in the city and visitor spend continuing to grow.
“We’re looking forward to working with Experience North East England as part of this new strengthened drive aimed at growing our region’s visitor economy and promoting all the wonderful things Sunderland and the North East have to offer, including our fantastic new Culture House which is due to open this year.”
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.”