Strategies and Plans
Durham's Area Tourism Management Plan
The Area Tourism Management Plan (ATMaP) is recognised across the sub region as the county’s plan for developing its visitor economy.
The plan is now considered the most appropriate way for the county to prioritise investment in the tourism industry.
All organisations and businesses in the county can use it to guide their strategic thinking, proposals and activities.
An essential part of the ATMaP is to shape and support new and existing tourism projects, particularly capital projects.
It allows project developers to ensure their proposal is appropriate to the development of the county as a visitor destination and how they can maximise support from a variety of agencies. ATMaP September 2010
Durham has identified seven priorities that will deliver a more vibrant visitor economy:
- Manage and maintain the public realm for visitors
- Optimise the potential of Durham City making it a viable 48-hour stay
- Develop local distinceiveness in line with the destination brand
- Tackle seasonability by focusing on events and business tourism
- Grow the profile of the county regionally and nationally
- Extend length of stay by optimising the potential of the county's market towns and town centres
Durham Brand Toolkit
Visit County Durham has developed a new brand toolkit for use by anyone promoting the county as a place to visit. This is Durham is the brand expression, designed to present the county in a clear, confident and compelling way to visitors.
We need to be consistent in the way we say things if our audience is to understand what we mean, what we stand for and what sets us apart from the crowd.
In today’s fierce marketplace, there’s no space for shrinking violets. We need to communicate our unique selling points to showcase the benefits of Durham to download the toolkit click here.
Destination Development Plans
Five County Durham towns have, with the help of Visit County Durham, produced Destination Development Plans, to help realise their potential as visitor destinations. (The plans are monitored and delivered by local development leadership groups.)
Each plan identifies a unique selling point that can be used to attract visitors and a plan for the delivery of projects that will attract future investment. Delivery of the plans will enable towns to realise their potential and attract a meaningful share of the county’s visitor economy.
To view the plans please click on one of the town links below:
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