Durham’s ‘Great Outdoors’ to shine with Anita Rani film launch

17th January 2018

Categories: Latest News

Visitors are being encouraged to discover Durham’s great outdoors with the assistance of BBC Countryfile presenter Anita Rani, as a national marketing campaign is launched to promote Durham’s great outdoors.

Visit County Durham’s multimedia campaign features a commissioned film Stiles, Steeds and Stars, where TV presenter Anita Rani unearths the wide range of walking, cycling and family-friendly activities visitors can enjoy during a break to Durham. By day, Anita explores the rivers and dramatic landscapes of the Durham Dales walking the Teesdale Way with a stop at Low and High Force waterfalls; following the course of the Weardale Way which leads to the historic charms of Durham City and along the breath-taking Durham Heritage Coast Footpath, followed by a cycle ride around the idyllic Hamsterley Forest. By night, Anita takes to stargazing on the vast moorlands of North Pennines AONB & UNESCO Global Geopark, which has more internationally recognised Dark Sky Discovery Sites than anywhere else in the UK.

Commenting on her time exploring Durham’s tourism hotspots, Anita Rani said: “It has been a wonderful opportunity to discover the beautiful landscapes of the Durham Dales and coastline and get away from the stresses and strains of life.

“If you love the outdoors, enjoy exploring on a bike or on foot, and if you want to see the undiminished majesty of the night sky, Durham will leave you refreshed, revitalised and ready for your next adventure!”

Campaign activity steers visitors to a dedicated section on the county’s official tourism website www.thisisdurham.com and also includes e-newsletters, social media activity, online advertising, and open national press trip calls.

Durham’s great outdoors is one of the county’s key tourism assets, with the stunning scenery of the Durham Dales that form part of the North Pennines Area of Outstanding Natural Beauty & UNESCO Global Geopark and Durham Heritage Coast providing the perfect backdrop for outdoor activities or rest and relaxation. Visit County Durham’s Dark Sky Friendly Durham initiative further strengthens the county’s outdoor offer providing support and advice to tourism businesses to help them welcome stargazing visitors and gain ‘dark sky friendly' accreditation.

Michelle Gorman, managing director of Visit County Durham, said: “With UK short breaks on the increase and visitors seeking more ways to take some time out from their everyday lives, this campaign aims to showcase exactly what makes Durham shine. The film with Anita Rani perfectly demonstrates the diversity of the outdoor attractions and activities we have to offer in Durham, and the addition of Dark Skies packages further enhances our reputation as a great outdoor tourist destination.”

With national research showing that holidays involving outdoor activities tend to be slightly longer breaks than the average and with spend also higher than the average, this is a market that Visit County Durham seeks to capitalise on.

The Stiles, Steeds and Stars film with Anita Rani can be viewed here: www.thisisdurham.com/outdoors