Cheap pound could bring visitor surge to North East

Jan 23 2009 by Rob Pattinson, The Journal

LEADERS of the North’s tourist industry want to see the region capitalise on the poor exchange rate of the pound.

That is the message being pushed by the NewcastleGateshead Initiative (NGI) and Britain’s national tourism agency Visit Britain.

The agencies have highlighted the improved buying power of foreign currencies, including the euro and US dollar, which they believe will attract more overseas tourism to the region.

Research by VisitBritain indicates sterling is 15% cheaper against the euro, compared to the same period last year, making 2009 the perfect time for the region to raise its international profile.

Recent figures from the International Passenger Survey also showed there were more visits to Northumberland, Durham, and Tyne and Wear from foreign visitors in 2007 than ever before: a total of 609,000.

However, this contrasted with figures from the Office for National Statistics last week, which showed foreign travellers are spending less time and money here.

The ONS recorded a total spend of £230m in 2007, which was down 3% on the previous year. And foreign visitors spent a total of 4.4m nights in the region, down 17% from the previous year’s 5.3m.

Newcastle’s position in the most visited city stakes also slipped from 11th to 13th, and foreign visitors spent 50% less time in the city than the previous year.

NGI stressed last night that the figures fail to take into account the success in generating holidays in the domestic holidaymakers, which has seen tourism jump 30% in value over the last five years, becoming worth almost £4bn annually to the region.

Andrew Dixon, chief executive of NGI, believes sterling’s struggle could be made the region’s gain.

He said: “We already offer great value for money in NewcastleGateshead and with the current strength of the euro, we can rightly encourage and anticipate greater traffic from European destinations and the Irish market. Our twin cities provide a popular destination with a range of enviable tourism assets, from stunning landscapes, a rich history of tradition, heritage and culture, combined with modern design, music, theatre and architecture, as well as boasting a range of diverse quality, star-rated accommodation.”

Tourism bosses have also pointed to the strong transport links in the region, particularly to Ireland and other European destinations, which they believe will help grow the number the number of international visitors.

They have cited newly-announced flight connections to Shannon and Cork in Ireland, and the reintroduction of flights by Aer Lingus, a suggestion demand from the Irish market remains buoyant. John Crummie, UK managing director of DFDS Seaways, revealed the company has experienced a positive upturn in visitor and vehicle numbers from Holland and Germany already this year compared with 2008.

He said: “NewcastleGateshead and the wider North East region becomes even better value for money with a strong euro. We are seeing a rise in the short break business from Holland and Germany.”

And Joss Croft, head of business visits and events at VisitBritain, said: “Britain has never been more affordable. NewcastleGateshead offers it all, as both a business and leisure destination.”