From major events to culture, tourism and sport can shape how places are perceived, fostering identity, boosting visitor numbers, and unlocking new opportunities for investment. This session will explore how the North East is harnessing its rich cultural heritage, dynamic sporting scene, and vibrant tourism offer to enhance its global reputation. We’ll discuss the role of soft power in placemaking, how cultural assets can drive regeneration, and why investing in these sectors is key to building thriving, resilient communities.
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