VisitBritain, Newcastle Airport and NewcastleGateshead Initiative have announced a partnership to promote the north east of England to overseas visitors.
The three-year partnership will focus on driving more visitors to explore the culture and heritage of NewcastleGateshead and the surrounding areas.
In year one, the initiative will target visitors from Germany, highlighting the direct flights from Berlin to Newcastle Airport, and profiling the Great Exhibition of the North as a reason to travel in 2018.
The partnership is also working with local destination management organisations and tourism colleagues across the north east to develop bookable itineraries showcasing the region’s tourism product.
VisitBritain commercial director Carol Dray said: “Increasing regional connectivity not only makes it easier for visitors to see more of Britain, it boosts economic growth, further cementing tourism as one of the UK’s most valuable export industries.”
Chief executive at NewcastleGateshead Initiative Sarah Stewart said: “We’re delighted to have brokered this three-way partnership which will strengthen our ongoing work to inspire and attract visitors from key markets.
“Importantly, our plans for initial campaign activity next spring will support work to promote the Great Exhibition of the North to international audiences and provide a compelling reason to travel here in 2018.
“The partnership will also support product development and provide greater profile for our regional tourism assets.”
Chief executive of Newcastle International Airport Nick Jones said: “A number of air routes that operate from Newcastle Airport have the potential to bring tourists in.
“By growing inbound numbers, we will not only further strengthen the routes themselves, but also boost the north east economy.”