We embark on an annual collation of regular data providing comparable annual performance, which can be benchmarked against regional competitors. STEAM is a tourism economic impact modelling process which enables us to measure tourism using local data, tourism performance and visitor survey data. The results allow us to monitor the impact of tourism across Northumberland.
The research that we gain from the report allows us to establish the impact of our activity and helps us to develop and grow.
Headline figures for key metrics for 2021 are as follows:
The value of the visitor economy doubled to £858.95m, although this remains 21% lower than pre-COVID levels of 2019.
The volume of visitors in 2020 increased by 46% to 7.790m, although this remains 27% lower than 2019.
6.298m day visitors (81% of total)
1.492 overnight visitors (19% of total)
Visitors spent 12.99m days in Northumberland in 2021, 74.5% higher than 2020 but still 23% lower than 2019.
Total employment stands at 11,179, a 61% recovery from 2020. This translates to the return of 4,236 jobs but remains 15% lower than the 13,076 supported in 2019.
Average overnight visitor spend increased from £254.22 to £288.88, 11% higher than the 2019 figure of £260.51. This is worth £581.43m, representing 68% of all spend
Average day visitor spent £32.76, annually worth £277.52m (32% of total). Day visit numbers and spend remain 28% lower than 2019.
Proportion of spend on food and drink increased by 2% to 37%