What Visit County Durham does

Visit County Durham (legal entity: Visit County Durham Ltd) is the destination management organisation (DMO) for County Durham in North East England, established in 2006 and operating as a private limited company primarily funded by Durham County Council. The organisation coordinates and grows the county's visitor economy through destination marketing, business support for tourism operators, training, market intelligence, and representation at regional and national level. It manages multiple consumer and B2B brands, including the consumer-facing 'This is Durham' (thisisdurham.com), the 'Discover Durham' groups and travel trade consortium, the 'Durham Story' county place brand (co-launched March 2025 with Durham County Council, Durham University and Business Durham), the 'Filming Friendly Durham' production support service, and the 'Wednesday Grapevine' industry e-newsletter. The supporting technology stack comprises a set of destination websites plus proprietary market intelligence tools — T-Stats (Tourism Business Intelligence platform) and a Tourism Sentiment Score dashboard — alongside standard Google Analytics integration for consumer site measurement.

VCD's revenue model is a hybrid of public-sector core funding from Durham County Council, recurring tiered partnership fees from private-sector tourism businesses (Strategic, Supplier and Northern Saints Trails Partner tiers), project-specific grants from national bodies such as VisitBritain/VisitEngland (e.g., the GREAT Gateway Innovation Fund for GCC inbound marketing), and transactional consumer revenue via the thisisdurham.com shop, brochure distribution and ticket bookings. Its customer base spans local tourism SMEs (Strategic and Supplier Partners), group travel operators and coach tourism buyers, domestic UK staycation visitors, international inbound markets (GCC, France, Germany, Spain, US), film and TV production companies, and the business events/MICE segment. The organisation runs high-impact national campaigns generating measurable visitor spend (£103m from 'Do Durham Differently', £86.6m from 'Memorable Moments') and serves as a coordinating layer between Durham County Council policy, national tourism bodies, and hundreds of regional tourism operators.

Name

Visit County Durham

Legal name

Visit County Durham

Website

https://visitcountydurham.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Visit County Durham (VCD) is the destination management organisation for County Durham, performing destination marketing, tourism business support, market intelligence and partnership services for local operators and Durham County Council since 2006.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Scenic and Sightseeing Transportation, Land (487110), Scenic and Sightseeing Transportation (487)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Arrangement Of Transportation Of Freight & Cargo (4731)

akta.pro primary industry

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA)

akta.pro secondary industries

MICE & Event DMCs (Meetings/Incentives/Conferences) (THAKAEAB), Destination Weddings & Social Groups (Non-Corporate Groups) (THAHADAL), F&B Experiences & Group Dining (Restaurant Buyouts, Tastings, Catering Coordination) (THAHADAI)

Keywords

• Destination management services
• Tourism marketing agency
• Visitor economy partnership
• Travel trade services
• Destination marketing campaigns

Headquarters

HQ city

Durham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Public-sector core funding: Visit County Durham is the tourism management agency for County Durham mainly funded by Durham County Council, working on behalf of businesses and public agencies. Funding flows as recurring grant/appropriation rather than commercial sales.
2. Partnership fees from private-sector tourism businesses: Private-sector tourism businesses contribute financially in return for partnership benefits and activities that meet their needs. Multiple tiers (Strategic, Supplier, Northern Saints Trails) are listed with a dedicated Partnership Fees schedule on the site.
3. National project grants: Receives project-specific grants from VisitBritain/VisitEngland and other national bodies (e.g., GREAT Gateway Innovation Fund, Destination Development Partnership pilot funding), supporting discrete marketing and development programmes.
4. Consumer transactions and shop sales: Online shop, brochure requests, and booking services on thisisdurham.com generate transactional revenue (with secure server handling credit card data for accommodation, attraction/event tickets and shop orders).

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels11 records

Core offering

Visit County Durham operates as the official destination management organisation (DMO) for County Durham in North East England. It markets the destination to domestic and international visitors, supports local tourism businesses through tiered partnership programmes, delivers national destination marketing campaigns, provides market intelligence and training, and coordinates group travel, screen tourism, business events and food/drink initiatives on behalf of Durham County Council and private-sector partners.

Differentiator

Problem solved

Functional benefit

Brands

• The Durham Story: Durham's new place brand, spear-headed by Durham County Council, Durham University, Visit County Durham and Business Durham, based on the Big Idea: 'Durham: confidently championing its regional, national and international role'. Launched at Gala Durham with 80+ stakeholders.
• Wednesday Grapevine
• Discover Durham
• Filming Friendly Durham
• Taste Durham
• Dark Sky Friendly Durham

Products and services

• VCD Strategic Partnership Programme Tiered annual subscription partnership for tourism businesses in County Durham providing marketing opportunities, training, networking, an Advisory Board seat and access to VCD-led campaigns. Strategic Partners are the primary route for tourism businesses to access VCD's marketing reach.
• VCD Supplier Partnership Programme Subscription partnership and directory listing for ancillary goods and service providers to the tourism industry, providing visibility to tourism operators and access to industry buyers.
• Northern Saints Trails Partnership Dedicated partnership tier tied to the Northern Saints Trails heritage product, offering tourism businesses a stake in a new international tourism proposition around Northern Saints heritage trails.
• Tourism Business Intelligence (T-Stats) Market intelligence platform providing tourism business intelligence and economic performance data for County Durham, used to inform partner strategy and destination performance.
• Filming Friendly Durham Service Dedicated destination service supporting production companies, filmmakers and photographers selecting County Durham as a filming location, including screen tourism strategy and integration with the national Starring GREAT Britain campaign.
• Discover Durham Groups & Travel Trade Consortium 10+ year county-level consortium of group-friendly attractions, accommodation and tour guides; CTA member; delivers partner marketing, itinerary development and trade show attendance for group travel organisers, tour and coach operators.
• Meet in Durham (Business Events Service) Free opportunity for meeting, incentive, conference and event (MICE) organisers to bring conferences and business events to County Durham, leveraging the county's accommodation and event venues.
• National Destination Marketing Campaign (Next Stop, Durham) National paid destination marketing campaign ('Next Stop, Durham') promoting County Durham to UK holidaymakers via digital, out-of-home and media activity, generating measurable visitor spend.
• Online Image Library / Media Centre Free-to-use online media centre granting partners, press and trade access to photography and videography showcasing County Durham's attractions, landscapes and experiences.
• Taste Durham Programme Food and drink programme showcasing local producers and culinary experiences across the county.
• Dark Sky Friendly Durham Astro-tourism initiative promoting stargazing experiences in County Durham's dark sky areas.

Quantifiable outcome

• Visitor expenditure up 8% to £1.48bn in 2025; £1.49bn annual income reported on destination performance dashboard
• +5 more outcomes

Named customers11 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

30 partnerships are on record, tiered flagship, core and minor.

• VisitBritain / VisitEnglandflagshipStrategic or Co-development Partner · 1 January 2006VCD has worked in partnership with VisitBritain and VisitEngland since 2006 and was one of the first official Local Visitor Economy Partnerships under the national accreditation scheme. Joint activity includes trade and media amplification, support for the Northern Saints Trails, Starring GREAT Britain screen tourism campaign, and VisitEngland PR networking events. Patricia Yates, CEO, hosted for a county showcase in 2026.
• Durham County CouncilflagshipStrategic or Co-development PartnerPrimary public-sector funder and strategic partner; VCD is the council's tourism service and Destination Management Organisation, with the council supporting VCD activities, providing the international team within VCD and co-investing in destination development such as coach parking and group travel infrastructure.
• Destination North East EnglandflagshipStrategic or Co-development PartnerRegional destination development partnership covering the North East. VCD jointly operates the 'Destination North East England' stand at major trade shows such as the British Tourism and Travel Show and delivers joint marketing initiatives with Visit Northumberland and NewcastleGateshead Initiative.
• Visit NorthumberlandcoreStrategic or Co-development PartnerJoint partner under Destination North East England for trade shows and regional promotion; partnered with VCD on the Pennine Way 60th anniversary campaign and joint cross-border activity to extend visitor stays across the North East.
• Visit Tees ValleycoreStrategic or Co-development PartnerJoint partnership on the S&DR200 international festival celebrating 200 years of railway heritage (Stockton & Darlington Railway), and joint promotion of active travel / walking and cycling offer at European events.
• NewcastleGateshead InitiativecoreStrategic or Co-development PartnerPartner within Destination North East England showcase; promoted together at British Tourism and Travel Show and other regional events.
• 11 Arches (Kynren - An Epic Tale of England)flagshipStrategic or Co-development PartnerStrategic partnership with 11 Arches for Kynren's 10th anniversary season (2025) and promotion of the new Kynren - The Storied Lands day park launching 2026. Joint media activity with regional and national publications.
• The Auckland ProjectflagshipStrategic or Co-development PartnerFeatured partner showcasing heritage attractions, galleries and gardens at Bishop Auckland to national stakeholders including VisitBritain CEO; central to VCD's group travel FAM visits and campaign creative.
• UKREiiF (UK Real Estate Investment & Infrastructure Forum)coreGTM or Marketing PartnerVCD Managing Director Michelle Gorman joined UKREiiF North East Pavilion panel (May 2026) on unlocking world-class spaces for major events, alongside Utilita Arena Newcastle, Birmingham City Council, British Esports Federation and FaulknerBrowns.
• Group Travel WorldcoreGTM or Marketing PartnerPartnered to showcase Durham to key group travel organisers, tour and coach operators via hosted familiarisation visits covering The Auckland Project, Kynren, Locomotion, Beamish, The Bowes Museum and accommodation at Park Head Hotel and Lumley Castle.
• Group Leisure and Travel MagazinecoreGTM or Marketing PartnerPartner for familiarisation visits and awards programme; readers of Group Leisure & Travel magazine vote for the Best UK Destination award which County Durham has won in 2025 and 2026.
• The Barmy Army (England cricket supporters)minorGTM or Marketing PartnerPartnership to showcase Durham as a holiday destination to England cricket fans, originally launched during the 2019 Cricket World Cup and renewed annually.
• Durham CricketcoreGTM or Marketing PartnerLong-running partnership supporting Durham Cricket's professional teams, including the new women's team; partnership shortlisted for ECB Business of Cricket Awards 2025.
• TransPennine ExpressminorGTM or Marketing PartnerPartnered for sustainable 'city plus' influencer visit (travel influencer Jackie Todd, March 2026) showcasing Durham via rail travel as a low-carbon way to reach the North East.
• Marketing Manchester / Avanti Destinations (Manchester Gateway Project)minorGTM or Marketing PartnerJoint US travel trade mission to Texas (2022) meeting 150+ US travel trade, travel agents and media as part of Manchester Gateway Project to increase awareness of the North East.
• Expedia GroupminorGTM or Marketing PartnerCollaboration with Newcastle Airport and Destination North East England on a digital campaign targeting French visitors, capitalising on the new easyJet route between Paris and Newcastle (March 2025).
• Newcastle AirportminorGTM or Marketing PartnerPartner on inbound tourism campaign targeting French visitors via new easyJet Paris-Newcastle route; supported by Destination North East England.
• S&DR200 (Stockton & Darlington Railway 200th anniversary festival)minorStrategic or Co-development Partner9-month international festival partnership with Visit Tees Valley promoting 200 years of railway heritage globally.
• A Coruña Provincial Council (Galicia, Spain)minorStrategic or Co-development PartnerRegion-to-region partnership of several years promoting the English Way / Camino Ingles pilgrimage route between Durham and north-west Spain; reciprocal visits to strengthen the route.
• VisitEngland / Department for Culture, Media and Sport (DCMS)flagshipStrategic or Co-development PartnerVCD works with VisitEngland (and indirectly DCMS) on social media retweets of important national tourism updates; receives project funding and accreditation status from national tourism bodies.
• Northern Saints Trails projectcoreStrategic or Co-development PartnerRegional product development project led by VCD creating a new international tourism proposition around Northern Saints heritage trails; features dedicated partnership opportunities for tourism businesses.
• Durham UniversitycoreStrategic or Co-development PartnerCo-host of The Durham Story place brand launch event at Gala Durham (with Durham County Council) and key stakeholder of VCD Advisory Board.
• Business DurhamcoreStrategic or Co-development PartnerCo-sponsor of The Durham Story place brand alongside Durham County Council, Durham University and VCD; supports business investment in the county.
• Beamish, The Living Museum of the NorthflagshipStrategic or Co-development PartnerKey heritage attraction partner for VCD campaigns and group travel; CEO Rhiannon Hiles appointed CBE in King's Birthday Honours 2026 for services to museums and heritage.
• Raby Estates (Raby Castle, Park and Gardens)flagshipStrategic or Co-development PartnerMajor partner destination; Raby Estates CEO Duncan Peake served as Interim Chair of Visit County Durham Ltd; recipient of major investment including The Rising development.
• Coach Tourism Association (CTA)coreChannel Partner/ Reseller/ DistributorDiscover Durham (VCD-led consortium) is an official member of the Coach Tourism Association; VCD attended CTA Annual Workshop in Derry-Londonderry (Feb 2026) with 1,296 buyer meetings held.
• Association of Group Travel Organisers (AGTO)coreChannel Partner/ Reseller/ DistributorVCD attends AGTO annual showcase event in Leicester to inspire planners to choose Durham as their next destination.
• Durham Champions networkcoreGTM or Marketing PartnerNew county-wide network launched July 2025 of individuals, businesses and organisations passionate about Durham who promote the county through their own activities in support of the Durham Story place brand.
• Gala Durham (theatre and events venue)minorGTM or Marketing PartnerVenue partner hosting the Durham Story launch event (March 2025) with 80+ stakeholders and used for tourism marketing/PR activity.
• Tourism competition prize partners (Radisson Blu Durham, Lumley Castle, Seaham Hall, Headlam Hall, Hotel Indigo, Redworth Hall, High Force Hotel, Ramside Hall, The Rose and Crown, Plawsworth Hall, South Causey Inn, Tanfield Railway, Diggerland, Adventure Valley, Beamish, The Bowes Museum, Ushaw, Raby Castle, Locomotion, The Auckland Project, Kynren, Durham Cathedral, Durham Castle, Durham Cricket, Lord Crewe Arms, The Morritt, Vennels Café, Coghlans at Barringham, Wynyard Hall, CWC, Kynren, Lane7, etc.)minorGTM or Marketing PartnerVCD runs an active consumer competition programme (Next Stop Durham, Do Durham Differently, Durham Christmas Advent Calendar, Memorable Moments Family/Couples Getaway) offering stays and experiences across dozens of accommodation, attraction and F&B partners throughout the year.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Visit Wales: Welsh Government's tourism team within the Welsh Government. Operates a similar destination marketing, partnership and business support model to VCD but at national scale, funded directly by devolved government rather than a single county council.
• Marketing Manchester (Marketing Cheshire / Visit Manchester): DMO for Greater Manchester and partner in the Manchester Gateway Project US trade mission with VCD. Operates a similar public-private DMO model focused on leisure, business events and convention bureau activity.
• VisitScotland: Scotland's national tourism organisation. Comparable as a publicly funded destination marketing and management body running consumer campaigns, partner programmes and business support, though at country rather than county level.
• VisitBritain / VisitEngland: National tourism agency that accredits VCD as an LVEP and co-funds campaigns (GREAT Gateway Innovation Fund, Starring GREAT Britain). Operates one level above VCD and provides the regulatory and funding framework within which all LVEP-accredited DMOs operate.

Direct peers

• NewcastleGateshead Initiative: Regional DMO/convention bureau for Newcastle and Gateshead. Co-partners with VCD under Destination North East England at trade shows and on international marketing; comparable public-private DMO model focused on visitor economy and conferences.
• Visit Northumberland: Neighbouring North East England destination management organisation. VCD and Visit Northumberland jointly operate the Destination North East England stand and collaborate on cross-border campaigns (e.g., Pennine Way 60th anniversary), making them the closest structural peer in geography, remit and funding model.
• Visit York: City-and-region DMO promoting York and surrounding area. Comparable as a heritage-led, council-supported destination marketing organisation running national campaigns, tiered partnerships and group travel trade activity.
• Visit Tees Valley: Adjacent North East DMO; partners with VCD on the S&DR200 international festival and joint European trade activity. Directly comparable as a council-supported DMO promoting a defined sub-regional destination.

Regional players

• Visit West of England / Visit West (West of England Combined Authority tourism): Sub-national DMO/LEP-backed tourism body for the West of England region. Comparable structure (regional destination marketing, partnership tiers, public funding) though operating in a different UK geography.

Others

• Destination Marketing Association / Simpleview (DMO SaaS and benchmarking): Primary SaaS and benchmarking vendor to North American and increasingly UK DMOs; not a DMO itself but the closest enabler of T-Stats-style tourism business intelligence platforms that VCD has built in-house, making it a relevant ecosystem peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/VCDBusiness
• Xx.com/VCDBusiness
• LinkedInlinkedin.com/company/visit-county-durham

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit County Durham