The Visit Northumberland business plan sets out the strategic, operational and corporate responsibilities of Visit Northumberland, its board and its executive team.

It lays out the six clear organisational priorities and the activities and resources required by the team to implement and report on their success:

• Leadership and engagement
  
  
• Increased visitors – quality over quantity
  
  
• Sustainable product and destination development
  
  
• Better use of data and intelligence
  
  
• Focused monitorable marketing and promotion
  
  
• Business and people development

Destination Management is a process of leading, influencing and coordinating the management of all the aspects of a destination that contribute to a visitor’s experience, taking account of the needs of visitors, local residents, businesses and the environment. It is equivalent to a strategy and action plan for sustainable tourism in a destination.

The Northumberland Destination Management Plan is a shared statement of intent that sets the strategic direction for Northumberland over a period of up to 10 years, and contains prioritised actions within an annual rolling programme, identifying stakeholders responsible for their delivery.