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Visitor guides prove their value for money

Jude Leitch from Northumberland Tourism

Jude Leitch from Northumberland Tourism

Northumberland’s official printed visitor guides encouraged visitors to increase their holiday spend by 8.4% in 2013, research shows.

Overall, users of the Northumberland Holiday Guide and the Days Out and Attractions Leaflet are estimated to have spent £53m in the county during 2013, £4.1m of which can be directly attributed to use of the guides.

This research, combined with the large demand Northumberland Tourism is currently experiencing for the 2014 editions of their publications, means there is still an important place for print.

Over 21% of readers booked a trip after reading the Northumberland Holiday & Short Breaks Guide.

Due to high demand in 2014, the print run will be increased for the 2015 edition with an extra 20,000 being printed.

The study also revealed the Days Out and Attractions leaflet, of which 250,000 are printed and distributed each year, influenced 31.2% of users to visit attractions or places they hadn’t previously thought of.

Jude Leitch, general manager of Northumberland Tourism said “In these days of tight budgets we can only invest in marketing activities that we know will show a significant return for Northumberland.

“Both of these documents have again shown their worth and we’re delighted that they are attracting significant numbers of new visitors to our county and, once here, inspiring them to do and spend more.

“Our print materials complement the inspirational content available online at visitnorthumberland.com and, given these results, we intend to continue to produce the Northumberland Holiday Guide and Attractions & Short Breaks Leaflet for the foreseeable future.”

 

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