With tourism already on the rise, the 2026 opening of a new historical theme park, The Storied Lands, is expected to further boost the local economy.
How exploring Durham’s history is helping to build a brighter future for tourism
Tourism
Bumper investment drives continued growth for Durham’s visitor economy
Latest tourism figures show a major boost for Durham’s visitor economy as the county sees overall visitor expenditure rise to a record £1.38billion, with the number of day visitors now 7.6% higher than pre pandemic figures, and overnight visitors also rising by 1.8%.
Visit County Durham, the county’s Destination Management Organisation and Durham County Council’s tourism service, has welcomed the results which show visitor expenditure rose by 11.7% in 2024, with the value of the county’s visitor economy reaching record levels for the third year in a row.
Overall, 21.56 million people visited the county last year, an increase of 7%. The number of people employed in tourism in Durham has also risen and is up by 4.7% according to the latest STEAM* results.
The major study which tracked visitors to the region throughout 2024 has shown an increase in the number of people staying overnight and has highlighted the county as the only area in the North East to see a rise in overall visitor numbers.
Significant levels of investment in the county’s visitor offer have helped to drive this continued growth, whilst marketing campaigns and strategic partnerships have raised the profile and appeal of the county on a global scale. New and enhanced visitor attractions have played a major part in this success with the New Hall expansion at Locomotion, the transformation of Raby Castle’s Rising development, new experiences at Beamish Museum and developments at The Auckland Project.
With even more investment and developments in the pipeline, including major investment in our hotels, Redhills Durham Miners Hall and plans for a historical theme park at Kynren, the sector is looking to the future with optimism.
From high-profile events and cultural programmes at major attractions to vibrant grassroots festivals and community celebrations, Durham offers year-round reasons to visit, with experiences that reflect the county’s rich heritage, creativity, and warm welcome.
Duncan Peake, Chair of Visit County Durham and CEO of Raby Estates said: “These results illustrate the ambition and resilience of the county’s visitor economy. We have not only survived the challenges of the last few years but have emerged much stronger.
We continue to see new developments take shape across the county and wider region, as well as continuing to reap the rewards of recent investment. However, we must not slow down, we must keep moving forward at pace to ensure the county’s visitor economy continues to prosper, which in turn creates jobs and opportunities for residents.”
Cllr Lyndsey Fox, Durham County Council’s Cabinet member for economy and partnerships, said: “We are thrilled with the latest economic assessment STEAM results, which are testament to the incredible partnerships across the county that are committed to working together to grow our visitor economy. Durham continues to grow as an exciting and attractive visitor destination and has greatly benefited from new developments over recent years, and with more to come it puts us in a strong position for 2025 and beyond.”
Jane Ruffer, co-founder of The Auckland Project, said: “These results are a powerful endorsement of the vision and long-term investment that have gone into County Durham’s visitor economy. At The Auckland Project, we’ve experienced first-hand how cultural regeneration and community-led programming can reinvigorate a place and attract both day and overnight visitors. The continued growth in visitor numbers and expenditure is not only good news for our sector but for the communities and local businesses that benefit from this shared success. It’s a clear signal that County Durham’s heritage, creativity and hospitality are resonating with people like never before.”
Innovative eye-tracking technology to improve museum visitor experience
Our researchers are part of an exciting new project working to enhance museum visitor experience by using ground-breaking eye-tracking technology.
Innovative eye-tracking technology
Professor Andy Beresford, from our School of Modern Languages and Cultures, is leading a team conducting experiments at the Bowes Museum in Barnard Castle, County Durham.
One hundred visitors who volunteer to take part will wear state-of-the-art eye-tracking glasses. The glasses will record their eye movements as they move around the galleries, as well as how long they have spent gazing at a particular display.
On returning the glasses, participants will be asked to complete a questionnaire about their visit.
The researchers will analyse the data from the glasses, and the questionnaires to understand if there is a distinction between the memory and the physical reality of each person’s gallery experience.
The second part of the study, taking place at the University, will involve 50 volunteers taking part in a fixed eye-tracking experiment. This will test the usefulness of the label information provided for a particular object or display and will show whether they need to be rewritten or redesigned.
Improving the museum’s visitor experience
It is hoped that the results will inform potential changes to improve the experience of visitors at the museum and how it presents its displays.
By looking at the data gathered from the two experiments we’ll be able to make recommendations on how and in what ways the visitor experience could be improved by remodelling and recontextualising the artworks on show in the Picture Galleries at The Bowes Museum.
Professor Andy Beresford, Durham University’s School of Modern Languages and Cultures
Find out more
- Read more about the work of Professor Andy Beresford
- Read the Bowes Museum website to find out more about the project and what it involves.
- Find out more about our Zurbarán Centre for Spanish and Latin American Art.
With sections regularly featuring in the top five in national league tables such as the Good University Guide and the Complete University Guide by Subject, our School of Modern Languages and Cultures offers expertise in a wide range of subjects, including language, literature, cultural history, cinema and visual culture, and translation. In the Complete University Guide by Subject 2024, it was ranked 4th for German, 5th for Asian Studies and Italian and 6th for French.
The School also hosts the BA in Visual Arts and Film and MA Visual Culture. It has forged a ground-breaking partnership with the British Film Institute (BFI), bringing students the unique opportunity to learn from industry experts along with University-wide access to the BFI Player.
Feeling inspired? Visit our Modern Languages and Cultures webpages for more information on our undergraduate and postgraduate programmes.
Durham University is a top 100 world university. In the QS World University Rankings 2024, we were ranked 78th globally.
Ramside Hall Hotel to create multi million pound golf facility
A County Durham hotel is investing more than £6m in creating what will be one of the UK’s top golf facilities.
Ramside Hall Hotel, Golf and Spa already has two championship courses, which brings players from across the region and nationally.
And now the hotel is building a multi-million-pound golf academy, leisure and entertainment hub.
The ambitious development will include a 43 bay TopTracer driving range, a six-lane indoor bowling alley, sports bar with interactive electronic games such as darts and shuffleboards, pool tables and large screens which will show major sports events.
A new academy – which it is hoped will attract more golf professionals – will include new short game practice and coaching areas, a new retail outlet and a 120 seater function room.
The phased opening of the development will take place between March and August.
Hotel owner, John Adamson, believes the development is a great asset not just for Ramside but for County Durham.
“These new facilities will have something for everyone, just for golfers,” he said.
“The bowling alley and the sports bar with the electronic games will hopefully attract people who just want to enjoy some fun activities but don’t necessarily want to play golf.
“At the same time, the Golf Academy will mean that anyone who is interested in learning the game – or who wants to improve their existing game – can also make use of the state-of-the-art facilities.”
Kynren announces its new time travelling theme park
The creators of Kynren – An Epic Tale of England have unveiled their most ambitious and exciting project to date: a brand-new historical theme park, Kynren – The Storied Lands.
Set to open in summer 2026, subject to final planning approval, The Storied Lands will be a spectacular daytime attraction within the wider Kynren park in Bishop Auckland. This new experience will transport visitors through history, myth, and legend, bringing the past to life through breathtaking live-action performances.
Phase one of the park will feature five monumental shows and immersive experiences set against beautifully landscaped historical backdrops.
Anna Warnecke, CEO at Kynren, says, “This is a game-changer for us and for the UK visitor experience market. For the past decade, we have poured passion and expertise into delivering Kynren – An Epic Tale of England, and now we are bringing that same level of scale, innovation, and magic into this new daytime attraction. You won’t just witness history – you’ll live it, feel it, and be moved by it.”
Unlike traditional theme parks that focus on rides, Kynren – The Storied Lands invites exploration and connection with the past, delivering multiple live action shows featuring heart pounding moments of action, thrilling stunts, incredible performances, immersive storytelling, epic music and innovative technology as it takes visitors on an emotional journey through time.
As visitors step into the park, they will be transported back to Neolithic Britain and the era of the first settlers. Moving deeper into the experience, they will encounter an all-new Viking show, where warriors clash, sparks fly, and fires rage in an interactive multi-sensory spectacle of Norse life.
In The Legend of the Wear, a giant lake becomes the stage for thrilling water stunts and a captivating retelling of the Lambton Worm myth. The audience will be left in awe as the monstrous, cursed creature emerges from the waters in an unforgettable spectacle.
Another highlight is The Lost Feather, a captivating and visually stunning experience centred around the relationship between birds and humanity. Set on a stage inspired by a bird’s nest, this show will explore the beauty, power, and fragility of bird species from around the world, highlighting their struggles and triumphs in a rapidly changing environment.
Then step into the gaslit streets of Victorian England and find yourself swept up in the sights, sounds, and stories of the era, where everyday life is filled with drama, discovery, and larger-than-life characters.
The adventure builds to the park’s biggest show – Fina, an epic spectacle where medieval knights clash on horseback, and a fearless female warrior’s courage and skill are put to the test in a breathtaking display of horsemanship and daring stunts.
Performers will bring unforgettable historical scenes to life on enormous sets, enhanced by stunning special effects, with Auckland Palace providing a striking historical backdrop.
Majestic horses, free flying birds, and other animals are seamlessly woven into the performances, adding depth, visual richness and authenticity to each show. Their involvement celebrates the connection between history, mythology, and the natural world.
Alongside this, Kynren – An Epic Tale of England will continue on Saturday nights with its 1,000-strong cast and crew of volunteers. Kynren is already an integral landmark attraction in the North East and draws both local audiences and visitors from across the UK.
Councillor Amanda Hopgood welcomes the development and said: “It is nine years since 11Arches amazed us with Kynren, which receives the 5 star TripAdvisor Travellers Choice Award year after year. Durham County Council is a proud partner in the remarkable development of Bishop Auckland, and we’re delighted with the development of this new day park adventure: Kynren – The Storied Lands. As Durham County establishes itself as one of the great UK visitor destinations, this extravaganza will sit at the heart of the County’s offering”.
With millions of pounds being invested into the project, Kynren – The Storied Lands will play a key role in regenerative tourism, creating hundreds of local jobs and offering career growth opportunities, apprenticeships, and flexible employment – all designed to boost the local economy and community.
Jonathan Ruffer, founder of 11Arches, the charity which is focused on education, conservation, and community development and which operates Kynren, said: “When the first quivering shovel went into the land at Flatts Farm, ten years ago, onlookers were united that the grand plan for a night show, which might or might not be called, Kynren, was completely bonkers.
“A decade on, Kynren is one of the wonders of the North East, and there is no talk of the odds being against its survival – all are agreed that its success was effectively guaranteed, given the soundness of the business plan.
“As we prepare for the opening of Kynren, The Storied Lands, there is excitement a-plenty. What a difference those ten years have made! Kynren’s success has not only made the day park possible, but it has provided a springboard for its opening next year. No quivering shovels, just a settled determination to bring a gift of outstanding preciousness to Bishop Auckland.”
This ambitious new park builds on the expertise gained from delivering the spectacular Kynren night show. The team is poised to create an extraordinary, world-class attraction that transport visitors through time like never before.
Future phases of development will introduce even more attractions, including The Lone Centurion, Tales of the Tudors, Conquest of the Seas, and legendary stories such as Excalibur and Robin Hood, ensuring that each visit offers something fresh and exciting.
