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Newark and Southwell to be promoted to domestic tourists as part of NewcastleGateshead Initiative's The Explorer’s Road




Newark and Southwell will be promoted as destinations to domestic tourists as part of a major national drive.

NewcastleGateshead Initiative (NGI), an agency that works to attract visitors, is promoting The Explorer’s Road, a route from Berwick and Newcastle to Hertfordshire.

Working with regional tourism agencies, the initiative, funded by the Discover England Fund, will stimulate visitor interest in some of the country’s lesser-known regional cities and towns, rural and coastal areas.

NewcastleGateshead Initiative (NGI) (49638414)
NewcastleGateshead Initiative (NGI) (49638414)

The aim is to incentivise and engage UK-based drivers, those who travel by train, cyclists and walkers, to visit some of the nation’s unusual locations and best-kept secrets, driving footfall, bookings and sales.

Keith Girling, chairman of economic development at Newark and Sherwood District Council, said: “In Newark and Sherwood, we are very excited by the development of The Explorer’s Road as an innovative way of connecting visitor attractions and businesses along the 300-mile length of Eastern England.

“For centuries, Newark has enjoyed a prominent position halfway between London and York on the Great North Road and, whether people are looking for somewhere to go for two days or two weeks, this touring route will help them find the best places to visit, stay and eat.

Newark Market Place.
Newark Market Place.

“I know they will be met with a very warm welcome across our district at places, including Newark, Southwell and Sherwood Forest.”

The project has also partnered with the UK’s mainline East Coast railway London North Eastern Railway (LNER).

NGI and its partners share an aim to push a range of visitor destinations, including historic and iconic sites, landscapes and coast, arts and culture, food and drink, and emphasising going local.

The target market in 2021 is the domestic visitor, encouraging people to engage with local people and places, and enjoy all that the east side of England has to offer.

Newark Market Place.
Newark Market Place.

The initiative, which includes a rebranded domestic-focused website and marketing campaign, launched this month and will re-engage with the international visitor market, including Europe and North America as worldwide covid guidelines change.

Sarah Green, chief executive at NewcastleGateshead Initiative, said: “With online bookability, it is easy for the customer to build an itinerary and confirm both accommodation and attractions.

“For hospitality businesses and attractions, this route will showcase your business to a new group of customers, helping promote staycations and provide distinctive covid-safe holiday options in 2021.

“From the quirky to the quintessentially English, this route gives an inside track on authentic travel showcasing the unique and the under-promoted parts of the English East Coast and allowing visitors to escape the everyday.”

VisitEngland director Andrew Stokes said: “This funding will help to keep England’s tourism products and experiences front-of-mind for domestic and international travellers and support local businesses which have been working so hard to welcome visitors back safely, adapting and innovating to meet new ways of working and still providing a great visitor experience.”



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