Northumberland Uncovered: What visitors really think about Northumberland

How well do we really know Northumberland? Ask someone to picture the county and the chances are that castles, sweeping beaches and wide-open countryside will come to mind. But look a little closer and Northumberland becomes considerably harder to sum up.

This is a place where you might cross a tidal causeway one day, look for coastal wildlife the next, and end the day beneath some of Europe’s darkest skies. According to our Northumberland Uncovered research, much of that story is still waiting to be discovered.

Northumberland Uncovered forms part of The UK Uncovered survey, conducted by holidaycottages.co.uk and promoted through nine regional sister brands, including Cottages in Northumberland. The survey received 19,173 responses from the holidaycottages.co.uk customer database and regional social media channels. When it came to Northumberland, what people didn't know proved almost as interesting as what they did.

Some of Northumberland's distinctive features remain relatively unknown

As part of the survey, 2,793 respondents answered a series of bespoke questions about Northumberland. The findings below are taken from this regional section of the survey and show that even people familiar with Northumberland may have more to uncover. When we asked about some of the county’s distinctive features and attractions, the results revealed some surprising gaps in awareness:

Awareness was highest among respondents aged 62–80 and people living in the North East, while younger respondents and those living outside the region were less familiar with the county’s attractions. The findings suggest that Northumberland still has plenty of stories to tell. Its castles and coastline might be familiar, but dark skies, wildlife, tidal islands and quieter stretches of coast offer opportunities to introduce visitors to another side of the county.

Northumberland rated highest for peace and quiet

What does switching off actually look like? Perhaps it’s a beach without the crowds, a road bordered by fields rather than traffic, or arriving in a small coastal town away from the noise of busy streets. That sense of space is especially evident in our research. Some 92% rated Northumberland four or five out of five for peace and quiet, giving it the highest average score of all the destinations we surveyed.

One respondent summed up the appeal:

‘There are so many choices and variations in Northumberland, but no matter where you go, you’ll always be greeted with fields, beaches or small towns. No blaring horns, city traffic or full streets.’

Peace and quiet isn't simply an added benefit of a Northumberland holiday. The research suggests it’s an important part of the county’s appeal, connecting its beaches, countryside and smaller towns through a shared sense of space.

The coast tops the Northumberland holiday to-do list

If peace and quiet help explain how people want to feel on a Northumberland holiday, the next question is what they want to do when they get there.

The coastline emerged as the standout attraction, with 95.7% rating visiting beaches or the coast four or five out of five. Yet almost a third of respondents were unaware of Northumberland’s quiet beaches, suggesting even one of the county’s best-known assets still has the capacity to surprise. But the appeal extends well beyond the beach.

Taken together, the findings paint a picture of a holiday shaped by exploring. A day on the coast can sit alongside a castle visit, a wildlife encounter, a countryside walk or a scenic drive, giving visitors plenty of reasons to explore more of the county.

Bamburgh tops the list of places respondents want to visit

If our respondents could set off tomorrow, Bamburgh would be at the top of the itinerary. Some 62.7% selected it as somewhere they would like to visit. But this isn’t simply a story about one headline location. Interest stretches along the coast and inland, taking in islands, harbour towns, villages, historic sites and countryside.

In other words, the research doesn’t reveal one Northumberland holiday. It reveals many possible versions of one. This variety is part of what makes the county interesting to uncover. The places visitors already recognise can become starting points for discovering somewhere new.

Come for the coastline, stay for the local experiences

Image by The Landing at Beadnell

Discovering Northumberland isn’t only about ticking off landmarks. Food and drink experiences were second only to the coastline among the activities respondents rated most highly, with 84.5% giving them a rating of four or five out of five. The places holidaymakers seek out reinforce that picture.

Supporting those businesses matters too. Some 63.8% said supporting local Northumberland businesses was very important, and another 21.8% said it was somewhat important. Combined, that's 85.6% placing a lot of importance on supporting local businesses during their visit.

It’s a reminder that uncovering Northumberland doesn’t necessarily mean discovering another attraction. It can be the café stop after a morning on the coast, produce picked up from a farm shop, or a local pub at the end of a day exploring. These everyday experiences help connect visitors with the places and communities they have come to see. 

Northumberland’s appeal goes beyond summer

A coastline might suggest summer holidays, but respondents don’t necessarily see Northumberland as a summer-only destination. More than half, 55.9%, said they would visit Northumberland in any season. Among those who did have a preference, 18.1% chose summer, followed by spring at 12.8%, autumn at 12.2% and winter at 0.9%.

Perhaps that is fitting for a county that offers different reasons to explore as the seasons change. Coastal trips and countryside walks can sit alongside wildlife encounters, historic sites, local food and nights beneath dark skies. As one respondent put it:

‘Go in every season, it’s beautiful all year round.’

What have we learned about visitors to Northumberland

The research from The Northumberland Uncovered survey reveals a county with broad appeal, but perhaps its most interesting finding is just how much remains to be discovered.

Look beyond the familiar: Some of Northumberland’s most distinctive characteristics remain relatively unknown, from its dark skies and wildlife to the sheer number of castles across the county.

Make space part of the experience: Northumberland achieved the highest average score for peace and quiet of any region surveyed, while its coastline was the highest-rated activity among respondents.

Discover the places in between: Interest spreads beyond a handful of headline destinations, with locations across the county attracting significant interest from respondents.

Keep it local: Food and drink are an important part of the Northumberland experience, while 85.6% said supporting local businesses was either very or somewhat important.

Perhaps that’s what uncovering Northumberland is really about. The castles and coastline might bring people here, but they are only part of the story. From quiet beaches and nights beneath dark skies to wildlife encounters, independent businesses and places visitors have yet to discover, Northumberland still has the ability to surprise even those who think they know it. 

Find your Northumberland holiday

Whether you want to spend time on the coast, visit historic sites, explore the countryside or discover Northumberland's cafés, pubs, farm shops and independent businesses, browse our collection of Northumberland cottages to find a base for your next trip.

Methodology: Northumberland Uncovered forms part of The UK Uncovered survey, conducted by holidaycottages.co.uk and promoted through nine regional sister brands, including Cottages in Northumberland, between March and May 2026. The survey received 19,173 responses from the holidaycottages.co.uk customer database and regional social media channels. Findings are based on the survey respondents and should not be interpreted as nationally representative unless otherwise stated.

Written by Leah Amos

Regional Marketing Manager

A Northumberland-born explorer and certified Northumberland ambassador who is always chasing hidden gems and sharing local stories.