Visit North Norfolk launch new destination marketing campaign

Date published: 21st November 2024

At Visit North Norfolk’s recent conference (14 November 2024), at which well-known travel journalist and broadcaster, Simon Calder delivered a keynote speech, the theme for its 2025 domestic marketing campaign was revealed; ‘Nip Back to North Norfolk’, tapping into the trend of the Samecation.

Statistics show that people plan to take the same holiday next year. Three-quarters (75%) of people will definitely return to the same coastal location (Source: National Coastal Tourism Academy 2024). The reasons given are: visitors like comfort and familiarity (57%), want to avoid nasty surprises (30%) and they like a risk-free option (56%). Also, visitor trends have changed over the past couple of years with consumers taking shorter breaks and planning their holidays closer to departure when they know what finances are available and if the weather will be suitable.

With over three quarters (79%) of visitors to the Visit North Norfolk website having visited north Norfolk before, and mirroring the shorter breaks and repeat visits’ theme, Visit North Norfolk’s 2025 campaign will be called ‘Nip Back to North Norfolk’.

The digital marketing campaign will highlight the unique attributes of north Norfolk providing reasons to return again and again.

With shorter breaks, quick escapes away, wonderful businesses providing great experiences and north Norfolk’s year-round offering, the marketing campaign will appeal to returning and new visitors.

Also at the conference, Simon Calder revealed his views on how UK tourism businesses can thrive in an increasingly competitive domestic and overseas market. Providing rewarding experiences with zero stress is key for attracting new and returning visitors. With 79% consumers looking for deals, special offers and good value for money (source: VisitBritain consumer sentiment survey, October 2024), businesses could consider complementary goods and services and added value offerings, along with providing a unique experience – all reasons to return.

Simon Calder spoke about the conference:

“One of the joys about speaking at a conference is that I try to spend more time in the region than just my speaking slot.  Hence, the day before, I had a joyful tour around north Norfolk, mostly by bus.  It was a lovely day, I took lots of photos that I will use in the media, I spoke to many interesting people, and it reminded me of how wonderful an area you are lucky enough to live and work in”.

Over 140 businesses attended Visit North Norfolk’s conference at Fakenham Racecourse. The annual event is run by the official visitor economy body, Visit North Norfolk, North Norfolk District Council’s commissioned partner to deliver destination promotion and business support for tourism businesses. Visit North Norfolk is a not-for-profit business membership organisation and sits within the Suffolk-Norfolk Local Visitor Economy Partnership (LVEP).

Kayla Dunne, brand director at Visit North Norfolk said:

 “The conference was a great success with our highest number of businesses attending. Each year, businesses come along to network and to understand the latest visitor and marketing trends which they can use to help shape their own promotion. We were delighted Simon Calder could speak at the conference, and he certainly provided great ideas for businesses, as well as thoughts on how we can put north Norfolk on the world’s stage”.

Commenting on behalf of North Norfolk District Council, Cllr Liz Withington, Portfolio Holder for Community, Leisure & Outreach, said:

"The Visit North Norfolk Conference was a resounding success, highlighting the incredible work of NNDC partners and Visit North Norfolk, in promoting the region and supporting local businesses in the tourism, arts, culture, and heritage sectors.

Keynote speaker Simon Calder praised the strong sense of collaboration across communities, noting how it enhances North Norfolk's tourism appeal. It was inspiring to see so many businesses engaged and optimistic about the future, eager to build partnerships and further boost our local economy, with Visit North Norfolk at the heart of that work.”