MORE regional representation is required if the North-East is to realise its tourism potential, said the North East Chamber of Commerce

The region’s largest business membership organisation has called on the English Tourist Board (ETB) to create bodies to represent each region or Local Enterprise Partnership area to ensure the region builds on its impressive tourism offer.

The NECC has made the recommendation as part of its submission to ETB in its consultation to strengthen the role of Destination Management Organisations (DMOs)

Jonathan Walker, NECC's head of member relations, said: “North East England has a vibrant tourism industry, encompassing modern visitor attractions, internationally recognised heritage sites and unique landscapes. The sector makes a significant contribution to the North East economy yet has a great deal of untapped potential.

“A number of members have reported concerns about the responsiveness of national tourism bodies to the sector in the North East following the abolition of regional development agencies.

“If the English Tourist Board is to be truly representative of the national industry, it should move towards a model with guaranteed representation for each of the English regions or LEP areas. This representation would ensure that the North East tourism sector would receive fair coverage and support from national activities.”
At the moment the region is represented in the sector by the Northern Tourism Alliance, made up of NewcastleGateshead Initiative, Northumberland Tourism, Visit County Durham, the North East Hoteliers Association and Hadrian’s Wall Heritage.

Mr Walker added: “This coalition of like-minded organisations is a powerful voice for regional tourism and proof that the North East can work together, but without real power or significant funding the organisation is limited in what it can achieve.

“Effective and properly constituted DMOs play a vital role in understanding local tourism businesses and can therefore provide the much needed link between industry needs and Visit England’s policies. We would therefore support the electing of destination representatives on to the English Tourist Board (ETB).”