Northumberland is expecting an influx of visitors after the 'huge success' of its Endless Experiences tourism campaign.
Launched in April, the campaign sought to raise awareness of Northumberland as a holiday destination by focusing on some of the unique things to do in the county.
These included stargazing at Kielder Observatory, broomstick 'flying' lessons at Alnwick Castle, and taking boat cruises to the Farne Islands to see puffins.
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Post campaign research has shown that since seeing or hearing about the campaign, 68% of those said they are planning on visiting Northumberland in the future, which could generate a potential visitor spend of over £4.5 million.
Those who have spent more since seeing the campaign have spent on average 16% more with local tourism businesses.
The survey also found that 51% of respondents probably or definitely turned a potential visit into a certainty.
The campaign involved Visit Northumberland's first TV advertising since 2012, which highlighted some of the county's popular attractions.
Cris Brown, head of marketing and communications at Visit Northumberland, said: "We are pleased with the success of this campaign which in total had a reach of over 6.3 million people with more than 108,000 people viewing the Visit Northumberland website in May, making this the highest May on record.
"What is particularly encouraging is an increase in average spend per party compared with results of pre-covid spring/summer campaign in 2019.
"We have also seen a good return in the numbers of visitors that were influenced to visit places and attractions they hadn’t planned to visit."
