In this section
A collective ambition for tourism in the North-east.
We aim to drive recovery of the tourism sector by addressing the challenges presented by the pandemic and embracing opportunities that align with market conditions. We will assess and adopt an ambitious but achievable balanced scorecard of targets against which progress can be monitored. Targets will be qualified in a reassessment of priorities within the Destination Strategy when market outlook allows for clearer forecasting. This will be underpinned by a focus on green recovery, and enhanced digital adoption across the sector.