Co-created with the involvement of over 200 stakeholders across the industry, the framework sets out a shared understanding of regenerative tourism in North East England. It will empower Local Visitor Economy Partnerships, local authority tourism teams and other organisations engaged in destination management, to develop strategies that will support the visitor economy on its regenerative journey.
It’s one of the most ambitious regenerative tourism projects globally and provides the most complete set of guidelines that exist at the time of publication.
“This will support the region’s industry to be resilient, sustainable and world-class, attracting both domestic and international visitors.”
The Regenerative Visitor Economy Framework focuses on five key pathways:
- Decarbonise the industry and adapt to climate challenges.
- Foster thriving local businesses through innovation and sustainable supply chains.
- Invest in people to create inclusive employment opportunities and skills development.
- Connect people and communities with improved, inclusive infrastructure for enhanced and active mobility, and digital access.
- Restore nature, landscapes, culture, and heritage by investing in recovery and revitalisation projects, reducing pollution, and managing access, as well as creating accessible innovative products and experiences.
These pathways are supported by five cross-cutting enablers, which include good governance and collaboration, diversified sustainable funding, insights and data-led decision-making, inclusive training and development, and dynamic engagement.
This comprehensive approach not only aligns with the North East’s net-zero emissions target but also aims to rejuvenate the local economy, reduce poverty, create quality jobs, and ensure a more equal and prosperous future for all by making the region a model for regenerative tourism.
VisitEngland CEO Patricia Yates said: “Growing the visitor economy and generating better outcomes for visitors, the environment, communities and businesses is at the heart of VisitEngland’s restructuring of the tourism landscape and it is great to see the North-East launching its Regenerative Visitor Economy Framework.
“Setting out its commitment to regenerative tourism and demonstrating how this also makes business sense will support the region’s industry to be resilient, sustainable and world-class, attracting both domestic and international visitors now and in the years ahead.”
Chair of Destination North East England John Marshall added: “As England’s first Destination Development Partnership, we knew we had to achieve our ambitions of doubling the value of the visitor economy in a sustainable and considerate manner. This framework is a true reflection of how North East England is leading the way to make sure that tourism and events work for our local communities, our industry and our planet.”
The framework is not a static document but a dynamic guide that will evolve over time. It is designed to inform and guide the North East’s broader 10-year visitor economy strategy, ensuring that tourism development contributes to overall economic and social objectives. The Regenerative Visitor Economy Taskforce will continue to evolve and play a vital role in reviewing and adapting the framework to meet emerging challenges and opportunities.
The launch event was delivered in partnership with North East Combined Authority and Net Zero North East England, with leaders from the region’s 7 local authorities and the North East Mayor Kim McGuinness endorsing the framework.
