Destination Development

We take a multifaceted approach to managing destination development, and this is important both for the residents of Tyne and Wear and for visitors to the area.

We have identified areas where businesses can work together to improve the visitor experience, identified ways to improve visitor welcomes at our key gateways, and have developed a management plan for projects to help develop the destination in the coming years. 

Area Tourism Management Plan (ATMaP)

As part of our ongoing commitment to the development of Tyne and Wear’s tourism product, we have a responsibility to deliver the Area Tourism Management Plan (ATMaP) for Tyne and Wear. The plan pulls together key tourism strategies and developments, and decides priorities for the area’s ongoing growth. 

Nine strategic priorities to achieve the potential of our visitor economy have been identified; they are:
• The development of business tourism
• Delivery of a world class events programme
• Increasing the online visibility and capacity of tourism businesses.
• Enabling coastal regeneration
• Transforming the provision of visitor information
• Improving the quality of the tourism product
• Delivering effective marketing
• Providing great attractions and new reasons to visit
• Strengthening tourism partnerships

After review of the ATMaP in 2008, the Partnership Board highlighted the following priority projects for development up to 2011:
• Convention centre/Events space in NewcastleGateshead
• Wearmouth-Jarrow World Heritage Site
• Development of visitor focussed coastal infrastructure
• Legible Cities projects

Legible Cities

Legible Cities is a fantastic example of how Tourism Tyne and Wear works in conjunction with partners to identify gaps in the visitor’s journey process in order to improve the overall experience for visitors to the region. 

In 2007 the City ID audit looked at how easy it was for visitors to the area to find their way around, and travel from one attraction to another.

The study identified that consistent and well placed signage and mapping was needed to help visitors get the most out of their visit to Tyne and Wear; and this could be achieved by highlighting the proximity of key attractions in conjunction with Tyne and Wear’s frequent and easy to use transportation systems.

In 2009 the development of mapping and signage that addressed issues from the user’s viewpoint has helped deliver consistent visitor messages using the different regional identities, creating a shared resource that can be used in partnership across the area.