Previously held in Athens, Valencia and Cologne, this international four-day event was hosted at The Catalyst in Newcastle’s Helix innovation district, marking a major milestone for the region.
This year’s XDW was secured thanks to Destination North East England, the country’s first Destination Development Partnership, led by NewcastleGateshead Initiative (NGI) in collaboration with Visit County Durham and the North East Combined Authority. The pilot programme is designed to unlock further growth in the region’s visitor economy.
Ian Thomas, Chief Operating Officer at NGI, said:
“Destination North East England’s partnership work has been a catalyst for change. I’m incredibly excited that our local businesses, universities and creative community are helping shape the future of tourism through the connections and conversations made during XDW.”
The event featured keynote speakers, panel discussions and interactive sessions across four themes: destinations and places, the experience economy, culture and heritage, and the technology ecosystem.
One of the standout sessions included a panel on innovation in customer experience, featuring Mau Nteteka, Senior Customer Experience and Strategy Manager at Lumo.
He highlighted the North East’s potential, stating:
“The region is a vibrant place to do business, with an energetic workforce and a growing number of digital organisations. From brewing a train beer with Donzoko to offering locally made stotties from Big River Bakery on our trains, we’re proud to work with regional partners to enhance our customer experience.”
Mau also revealed that Lumo will soon open a Tech Lab in the company's Newcastle HQ while working in partnership with Newcastle University. Like many of the top tech leaders, he spoke with passion about the pride in being a digital disruptor by making real changes for the better when it comes to customer experience.
A powerful example of innovation in accessibility was also showcased, with Lumo and NGI producing an inclusive tourism video featuring key city partners for 'Purple Tuesday'. The campaign gained record engagement and was praised as a blueprint for how the public, private and cultural sectors can come together to promote inclusive travel and open up the city to all.
Representatives from Newcastle International Airport and NGI also joined the panel, reinforcing the collaborative spirit behind the region’s tourism success.
James Berzins, Managing Director at TXGB – a digital platform supporting tourism growth – added:
“XDW 2025 is about turning innovation into real opportunities for businesses. By connecting destinations and experience providers with the right digital tools, we can reach new audiences and drive sustainable growth.”
The event not only celebrated Newcastle’s industrial past and digital future, but also shone a global spotlight on the city’s potential to lead the way in shaping tomorrow’s visitor economy.