Northumberland is hoping to hold onto its title as the UK's top holiday destination after winning the award for the first time last year.
The county was voted The Best UK Holiday Destination/County 2018 at the British Travel Awards, beating nine-time former winner Cornwall.
Now the county has launched a campaign to retain the title, just a few days after the region as a whole announced an ambitious bid to boost its tourism sector.
Coun Cath Homer, cabinet member for culture, arts and leisure at Northumberland County Council, said: “After years of chasing the accolade, finally winning the British Travel Awards last year was a real game changer for Northumberland.
“With the launch of the Discover Our Land campaign following quickly on its heels the time is now for Northumberland. Retaining the title would firmly establish the county as a tourist destination of choice and I would encourage everyone to vote again for our great county.”
Northumberland is home to the most castles in the UK, has the quietest National Park in the country, and boasts the longest stretch of Hadrian’s Wall, attracting thousands of holidaymakers each year.
The council is urging residents to support its campaign by voting for it in the awards. Votes must be cast online at www.vote4northumberland.com with the final deadline for votes set at September 30 2019.
Northumberland’s award bid comes shortly after the North East as a whole launched a similar campaign to boost the region’s £41.1bn tourism sector and create hundreds of jobs.
The Government has announced that the UK’s first tourism sector deal will be created with an aim of bringing nine million extra visitors to the country.
Under plans for areas of the UK designated as “tourism zones”, while thousands of extra hotel rooms will also be created to support the influx of travellers.
The North East LEP, NewcastleGateshead Initiative, the North of Tyne Combined Authority and the North East Combined Authority have partnered to promote the region and bid to make the North East a tourism zone.
The deal will also see a push to grow the number of business events and conferences, helping to drive off-season visitors, and there will be a push to make the UK to become the most accessible destination in the world for disabled visitors.
