A record 11 million visitors and sustained year-round growth highlight the long-term strength of the tourism sector in Northumberland.

The latest annual STEAM* report on the economic impact of tourism reveals that Northumberland’s visitor economy has reached a landmark milestone, more than doubling in value over the past decade and achieving record-breaking results in 2025.

The sector has grown from £756 million in 2015 to £1.58 billion in 2025, representing sustained, real-term growth and underlining tourism’s central role in Northumberland’s economy.

Visitor numbers have also reached a new high, with more than 11 million visitors in 2025, the first time the county has exceeded this threshold and surpassing all previous records.

Growth has been driven by both increased visitor numbers and higher visitor spend. Day visitors now account for 83% of all visits, contributing approximately £540 million to the local economy, with average spend rising to £43 per visit, an increase of almost 9% on the previous year.

At the same time, staying visitors continue to underpin the sector’s value. While representing just 17% of total visits, they generate 66% of all visitor spend, with average overnight expenditure increasing to £403 per trip, up by nearly 23%.

This reflects continued success in attracting higher-value visitors and longer stays, strengthening Northumberland’s position as a high-quality destination.

Andrew Fox, Chair of Visit Northumberland said: “This is a phenomenal achievement for Northumberland. To have more than doubled the value of our visitor economy in real terms over the past decade is a testament to the strength, resilience and ambition of our tourism businesses and partners.

“What we are now seeing is not just growth in volume, but growth in value with visitors staying longer, spending more, and choosing to visit throughout the year. This is exactly the type of sustainable, high-quality growth we have been working towards. The outlook for the sector remains strong, with continued focus on product development, sustainable destination management, and enhancing visitor experience expected to support further growth in both value and impact.”

One of the most significant trends emerging from the latest data is the continued extension of the tourism season, with growth increasingly concentrated in spring and the late autumn and early winter months. This shift highlights more balanced, year-round demand, supporting greater business resilience and more consistent economic impact across communities.

Changes are also evident within the accommodation sector. The non-serviced market, including self-catering and short-term lets, has continued to grow strongly, increasing by over 11%, while serviced accommodation has declined by 9.6%. However, the overall revenue impact remains modest, demonstrating the sector’s ability to adapt to changing visitor preferences while maintaining economic value.

Food and drink remains at the heart of the visitor economy, contributing over £540 million annually, accounting for 46% of total visitor spend and reinforcing its role as a key driver of the Northumberland visitor experience.

The strength of the sector is also reflected in employment, with tourism supporting almost 15,000 jobs across Northumberland, remaining a vital contributor to local communities, businesses and livelihood.

Cllr Wendy Pattison, Northumberland County Council’s Portfolio Holder for Tourism, added: “The steady growth of Northumberland’s visitor economy is something we can be really proud of. It reflects the strength of a long-term approach that places quality, sustainability and partnership at its heart.

“With the sector now valued at £1.58 billion and supporting thousands of jobs across the county, tourism remains an important part of our local economy. It continues to play a positive role in creating opportunities and supporting inclusive growth for communities throughout Northumberland.”

Visit Northumberland, the accredited Local Visitor Economy Partnership, continues to lead the strategic development and promotion of the destination, working closely with businesses and partners to deliver the Northumberland Destination Management Plan and support long-term growth.

The organisation is also playing an active role within the emerging regional framework, working alongside Experience North East England to ensure Northumberland’s visitor economy continues to contribute strongly to regional tourism delivery while retaining its distinct identity and direct business engagement.