Northumberland Tourism

Northumberland's Destination Management Organisation

News Articles

International Mission for Alnwick Castle

Alnwick Castle is on a mission to attract lots more international visitors and it seems they’re succeeding.


The castle may be closed to visitors until 29 March, but the teams behind the scenes have certainly been open to travelling far and wide to achieve their goals for the new season.

Judging by the number of successful world-wide trips and global meetings that group sales manager Caroline Robinson has undertaken recently, Alnwick should prepare to welcome a whole new influx of visitors.


And the bonus of this successful campaign is that the town, as well as North Northumberland is bound to benefit too, when the new visitors stay, eat, drink and buy goods in the local area.

In the last four months, Caroline has promoted Alnwick Castle and Northumberland in the US, China, Hong Kong and Germany as well as attending three international group travel fairs in London and meeting up with hundreds of influential tour operators across the world.

In September, Caroline, together with Marketing Manager Olivia Telfer spent time in LA where they promoted the castle to the US and Canadian Travel Trade with 45 meetings in two days.

October and November 2017 saw Caroline in China and Hong Kong, presenting directly to tour operators in their own offices and attending a business to business event with another 45 meetings in two days. The team also attended a two-day conference for the Chinese travel market in London.

Frankfurt in Germany was Caroline’s next stop with promotion of Alnwick Castle directly to German visitors who love the heritage and variety of family activities laid on at the Castle.

Caroline says: “For the Chinese market it seems the Harry Potter activities are most popular, particularly the themed weeks, broomstick training and wand-making. The Chinese also enjoy the Downton Abbey connections and film location tours. In America it was the fun, family activities we arrange at Alnwick, like archery, mediaeval crafts and Dragons Quest, along with the amazing history and heritage.  It seems we really do have something for everybody of all ages and preferences to enjoy.

“Overall, the Castle was very well received internationally, and general awareness of the attraction was really good. All feedback was that the place was magnificent, and many new contacts are now intending to schedule a visit soon as a result of our travels and meetings.

“Our travel trade bookings have boomed over the last couple of years. Since 2014 we’ve achieved an 80% growth in our group visitor numbers. From the response we’re getting from our overseas trade missions, we have high hopes to continue this trend into 2018 and beyond.”


ViewpoiNT Email Newsletter

Get industry updates, local tourism news, funding information, business opportunities and company updates direct to your inbox.



RepreseNT Email Newsletter

Opportunities to get your business in the face of thousands of potential visitors through our marketing products. Plus top tips from our marketing experts.



You are here: Home Industry News International Mission for Alnwick Castle