Tourism boost for Sunderland

Sunderland has seen a bumper boost in overnight stays, according to new tourism data released for 2024.

The seaside city has seen a six per cent uplift to the economic impact brought about by visitors staying overnight, with a 1.8 per cent rise in the number of people staying in the city, as well as an increase in their length of stay. 

Ten per cent of visitors to the city are now staying overnight, and food and drink is now a key driver for people coming to Sunderland, with 38.1% of the overall economic benefit of tourism to the city being felt by businesses in this sector. The food and drink sector is also the largest employer, employing 1,807 full-time employees.

Tourism brought more than £620m into the Sunderland economy in 2024 according to STEAM data, which is released each year and captures the impact of tourism on towns and cities across the country.

The news comes just weeks after the council launched its tourism strategy, which will see it bring together a Tourism Alliance in partnership with the business community, working together to boost the visitor economy in the city over the next ten years. And, with Sunderland AFC now back in the Premier League, and a summer of events including the Women's Rugby World Cup opener at the Stadium of Light in August, city leaders hope to see a boost to tourism in 2025. 

Councillor Beth Jones, cabinet member for communities, culture and tourism, said: "Sunderland is transforming and we're seeing that people are attracted now to stay with us overnight and make more of their experience of our fabulous city.

"We're proud that our visitor count once again stands at more than 8 million people, and we hope to see this number rise as we grow our reputation as a destination of choice for people on a regional, national and international level."

In May, Sunderland City Council, Sunderland Business Improvement District (BID); key tourism assets like the Sunderland Empire and Sheepfolds Stables and tourism bodies including Visit England launched a new tourism strategy, which aims to maximise the benefits that tourism can bring to the area.  Its vision will be realised by the Tourism Alliance, which includes hospitality and retail businesses, leisure operators and other civic partners. 

The strategy plays to the city's key strengths - the great outdoors, its stunning coastline, a rich history and heritage, a strong and ever-improving arts and cultural offer and the growing range of eateries serving up food and drinks to the city's residents and visitors and is the culmination of months of engagement with Sunderland's tourism businesses.

A new Seafront BID - voted for by businesses in the area - has also been created, with the aim of boosting the profile of the seaside, driving more visitors and promoting the area's assets.

Sharon Appleby, chief executive of Sunderland BID, said: "Our city is transforming - the city centre and seafront are both reinvented, with millions of pounds of investment being ploughed into creating vibrant places for people to enjoy.  We have lots to be proud of and it's time to shout about that and ensure we leverage our assets to boost the economy."

Tourism currently accounts for more than 4,500 jobs in the city, and more than eight million people visit Sunderland each year.

To find out more about the city as a place to visit, go to www.visit-sunderland.co.uk