The Premier League just got a little louder, and local leaders in the North East of England are ready to cash in. With Sunderland’s return to the top flight, the fierce Tyne-Wear derby is back—and it’s not just about bragging rights anymore. It’s about hotel bookings, pint sales, packed trains, and turning matchdays into full-blown tourist weekends.
The hope is simple: football fans might come for the game but stay for the region.
A Rare Opportunity to Revive Regional Tourism
It’s been nearly a decade since Sunderland and Newcastle United last clashed in the Premier League. That drought ends this season, and for the North East Combined Authority (NECA), the return of the rivalry is a gift with real economic potential.
Michael Mordey, leader of Sunderland City Council, believes football could be the spark that ignites broader interest in the area. “Football really can drive forward footfall in the region,” he said during a NECA meeting this week.
His counterpart in Newcastle, Karen Kilgour, echoed the optimism. She pointed to the region’s strength in sport—football, cricket, rugby, and recent success in hosting the Women’s World Cup—as proof that the North East knows how to deliver big events.
One line stood out: “Our cultural offer is second to none.” Strong words, but not without reason.
The Stats Tell a Story—And Not All of It Is Good
There’s an uncomfortable truth hiding behind the buzz: despite having world-famous clubs and scenic coastlines, the North East lags behind every other English region when it comes to tourism numbers.
A recent estimate from the Local Democracy Reporting Service paints the picture:
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68.4 million visitors in 2024
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Slightly down from 69 million in 2023
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Tourism worth £6.6 billion to the economy annually
But that’s not the full story. The North East sees fewer domestic and international visitors than anywhere else in England. And that gap is what local authorities want to close—with football playing a bigger role than ever.
New Plans, New Partnerships, New Mindset
To shift gears, NECA has agreed to widen the promotional scope of the Newcastle Gateshead Initiative (NGI), an investment agency now tasked with marketing not just Tyneside but also Sunderland, Northumberland, and County Durham.
This broader approach marks a shift from the old days of parochial city-by-city strategies.
The new plan aims to:
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Unify branding across the region
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Market big games and events as tourist magnets
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Encourage longer stays before and after fixtures
It’s no longer just about selling one match. The goal now? Sell the region.
Why Derby Days Matter More Than Ever
Let’s be real: derbies are chaos. They’re noisy, emotional, and often unpredictable. But they’re also rare, powerful tourism draws. When Newcastle travels to the Stadium of Light—or Sunderland heads north to St. James’ Park—the region becomes the epicentre of English football for a day.
This isn’t just a hunch. Research from VisitBritain suggests that football tourism has a significant financial impact. Overseas football fans in England spend an average of £909 per visit—well above the average international visitor spend of around £700.
And the Tyne-Wear clash, known for its intensity, history, and sheer atmosphere, could become a showpiece for VisitBritain and NGI alike.
Building Around Matchdays: From Stadium to City Centre
The concept isn’t just to make the 90 minutes on the pitch more marketable—it’s to turn it into a weekend experience. Think hotel stays, museum visits, pub crawls, local food, and even guided football-themed tours.
There’s real potential to build a multi-day itinerary around each derby.
Here’s a rough example of what a “football tourist weekend” could look like:
| Time | Activity | Location |
|---|---|---|
| Friday Evening | Local pub welcome & music | Ouseburn or Sunderland city |
| Saturday Morning | Stadium tour & legends Q&A | St. James’ Park or SoL |
| Saturday Afternoon | Match & post-game fan zones | Stadium + city centre |
| Sunday | Coastal walk & brunch | Roker or Tynemouth |
It’s a mix of sport, culture, and scenery—three things the North East already has in spades.
Not Just Football: Wider Regional Push Gathers Momentum
This football-first push is just one part of a bigger regional reset. NECA and local councils are pushing to double the number of tourist visits in the next decade.
That’s ambitious. But the signs suggest they’re serious.
Sunderland has poured millions into its seafront regeneration. Newcastle continues to evolve its Quayside and cultural quarter. Durham markets its UNESCO World Heritage sites, and Northumberland leans into dark skies tourism and castle-strewn countryside.
There’s a sense of joined-up thinking here, for once. And the Premier League derby may be the unexpected glue pulling it all together.
What Success Might Look Like—and the Pitfalls
This isn’t a sure thing. For all the ambition and planning, several hurdles remain.
Sustained investment is required. Transport needs improving. Hotels must be ready for influxes. And any growth in football tourism needs to be balanced carefully against security concerns and matchday tensions.
Still, if the region can pull it off, the benefits go far beyond matchday income.
Increased visibility. Longer stays. More spending. Better infrastructure. A cultural lift. And, maybe most important of all, a renewed sense of pride.
