AN INITIATIVE aimed at attracting 20m tourists a year to the region is launched today under the slogan “Enjoy Tees Valley”.

It hopes to add £1bn to the local economy by 2021, create 3,000 additional jobs, and gear the region up for its bid to become the 2025 City of Culture and celebrate the 200th anniversary of the Stockton & Darlington Railway in style.

The initiative is launched at the start of English Tourism Week by the combined authority of the five Tees Valley councils, headed by the directly-elected mayor, Ben Houchen.

Mr Houchen said last night: “It’s time to showcase all that we are proud of, to throw open our arms and invite the world to see our world class attractions for themselves ahead of the launch of our UK City of Culture bid in 2021.”

The Tees Valley has not promoted its tourism offer for nearly a decade, whereas its neighbours in Durham and North Yorkshire do. Even so, it has been calculated that in 2016, tourists and day-trippers spent £864m in the authority areas of Darlington, Stockton, Middlesbrough, Hartlepool and Redcar and Cleveland, with half of that being spent on food and drink.

The initiative centres around a new website, enjoyteesvalley.com, which will provide information about where to stay, what to see, what to do, where to go and where to eat.

Rather like the “Passionate People, Passionate Places” campaign that was launched in 2005 to promote the whole of the North-East, “Enjoy Tees Valley” is to act as a reminder to local people about the great things on their doorsteps as well as providing a focal point for those from further afield.

It will encourage visitors to stay in the region which is positioning itself as a gateway to Durham, Newcastle, moors, dales and lakes while also having its own unique attractions.

“From our industrial skyline to our stunning rolling countryside, each town and village that makes up the Tees Valley is rich with local culture, heritage and attractions,” said Mr Houchen. “We are passionate about our home, and with the new Enjoy Tees Valley brand, we can capitalise on our strengths and ensure that visitors to the area get to sample more and experience more.”

This week’s social media campaign will be @enjoyteesvalley on Facebook, Twitter and Instagram, and will focus on a local authority area a day, starting with Hartlepool today, Stockton tomorrow, Middlesbrough on Wednesday, Darlington on Thursday and Friday on Redcar.

It is aimed at getting businesses to sign up to the new brand.

Rachel Dodd, director of RiverShack boat hire at Stockton, welcomed the initiative and said: “Since 2014, we’ve tried relentlessly to promote the area, increase visitor numbers to the River Tees and local attractions, plus make the case for investment in much needed infrastructure. We’re just one voice – however, by working together we can now make a much larger splash.”

Michael Janes, chair of the Tees Valley branch of the Federation of Small Businesses, said: “I have been working alongside businesses for years to keep stressing the outstanding tourism experiences on offer. Now I couldn’t be happier to be an advocate for Enjoy Tees Valley.”

It is hoped that the bright letters spelling “Enjoy” will become a familiar sight across the region, and that the branding can be adopted for any occasion: enjoy heritage, beaches, festivals or spring in the Tees Valley.

Late last week when the letters were photographed amid the newly-revealed petrified forest on Redcar beach, Ann Hogg came over to say she had come from Berkshire to see the 6,000-year-old remains. She said the area “a little slice of heaven”.

Enjoy Tees Valley is seen as part of the build-up to the bicentenary of the world’s first passenger railway in 2025 when the region will be the global spotlight.

  • Look out for an exciting Enjoy Tees Valley competition that will be launched in The Northern Echo later this week