Dubai-Newcastle route 'boosting interest in north-east'

Travellers from Australasia are showing a growing interest in England's north-east, which is supported by a recently launched air route from Dubai to Newcastle Airport, according to the region's development agency.

One NorthEast said that Australia and New Zealand were identified as key markets following the commencement of a daily Emirates flight between Dubai and Newcastle last September.

This was followed by the introduction of two new websites targeted at travellers in Australasia, which have attracted 60,000 unique visitors, half of whom have requested further information on the north-east.

A direct mail campaign was also launched, as well as adverts in newspapers and on television.

Marissa Buckingham, international brand manager at One NorthEast, said the agency was "delighted" with the success of the marketing initiatives so far.

She added: "With the launch of the Emirates daily route from Newcastle to Dubai it is now even easier to get to the region and attract an increasing number of visitors from Australia and New Zealand.

"We will continue to reach as many potential visitors to ensure they choose north-east England as their next holiday destination."