Strategy to put Sunderland on tourist map

Sunderland is sending a postcard to the world, inviting visitors to come and see this transforming seaside city.  

Sunderland City Council, Sunderland Business Improvement District (BID); key tourism assets like the Sunderland Empire and Sheepfolds Stables and tourism bodies including Visit England have come together at an event today [Wednesday, May 14] at the Roker Hotel to launch the new strategy, which aims to maximise the benefits that tourism can bring to the area.   

Stakeholders from across the UK heard about Sunderland's first tourism strategy, which sets out how the city can capitalise on its transforming built-environment, which has been boosted by a multi-billion-pound investment programme.  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.  

The strategy is the culmination of months of engagement with Sunderland's tourism businesses, and - it is hoped that - by working together to position the city consistently - Sunderland can give a shot in the arm to a sector that has the potential to generate millions of pounds to the economy, creating jobs and adding vibrancy.  It coincides with the creation of a new Seafront BID - voted for by businesses in the area - which is being run by the same team behind Sunderland BID, with the aim of boosting the profile of the seaside, driving more visitors and promoting the area's assets.   

Councillor Beth Jones, cabinet member for communities, culture and tourism, took to the stage to launch the tourism strategy.  She said: "This is an important step forward for Sunderland, as we launch a new strategy that confidently positions our city as a place for visits, day trips and short stays.   

"Tourism already plays a pivotal role in our city's economy, culture and identity and this is about building on that success, as a foundation of sustainable growth.  We have fantastic natural assets that already play a part, but as Sunderland transforms, our proposition only grows stronger and we are ensuring that we have the infrastructure, networks and support in place to accelerate Sunderland's development in this space." 

Stakeholders attending the launch were able to see new tourism assets that the council has developed to ensure it showcases the best of the city to audiences - from stunning photography to videos that feature parkland, Sunderland's coastline and venues that are ready to be explored by a visitor audience.  Amy Whitfield, who founded the North East's leading walking food tour, Triple A Food Tours, spoke at the event, announcing plans to launch a Sunderland food tour, inspired by the plethora of new restaurants in the city.  And the audience were also able to hear from the event host Sunderland-born economist Paul Swinney about the expected impact of the strategy, as well as learning more about emerging national and international tourism trends that the city can exploit. 

Sharon Appleby, chief executive of Sunderland BID, said: "Tourism represents a significant opportunity for us in Sunderland and, the launch of this strategy and indeed the formation of a Seafront BID that can further augment the city's tourism efforts means we are in a great position to make sure that we build on our strengths. 

"Sometimes, as people who have been in the city for years, we can forget just how spectacular parts of this place are - from our stunning beaches, rolling green hills and fantastic assets from restaurants to independents and visitor attractions, it's all here - and it's only getting better.   

"We have a fantastic opportunity with the launch of this strategy and the campaigns that will follow to position Sunderland to new audiences who will want to come and experience what we have to offer." 

Tourism currently accounts for more than 4,500 jobs in the city, and more than 8.5m people visited Sunderland in 2023, with over 810,000 overnight stays.   

VisitEngland deputy director Lyndsey Turner-Swift said: "It's great to see Sunderland, an important partner in the North-East Destination Development Partnership, launch a tourism strategy that plays to its strengths.   

"Tourism is a vital economic driver for towns and cities across England, and it is hugely encouraging to see Sunderland setting a clear ambition and direction in this space, ensuring it realises its potential as a visitor destination." 

Marie Nixon, theatre director at Sunderland's Empire Theatre, said: "We're really proud to play our part in attracting tourists to Sunderland, and - with the launch of a new strategy that aims to maximise the opportunity they bring to the city - this is an important moment for us and one that will bring wide-ranging benefits to people and businesses in the area." 

To find out more about the city as a place to visit, go to Sunderland 2035 - Our City of Surprises