A tourism campaign to promote the north east has been launched in a bid to help the area recover from the Covid-19 pandemic.
The campaign, which will celebrate the north east's culinary history and heritage, launched with a four-minute film celebrating the area as a food and drink destination.
The film follows the journey of langoustines from the sea to a plate at Träkol restaurant under Tyne Bridge in Gateshead.
The awareness campaign has been launched by Food and Drink North East with the support of Visit County Durham, Gateshead Council and Newcastle University's H2020 Strength2Food consortium.
Hospitality businesses across the UK have been calling for such campaigns to promote staycations as restrictions would be lifted. In Leicester operators told The Caterer such measures would be essential to encourage people back to the city following its extended lockdown.
Des Kennedy, a director of Food and Drink North East, said: "The fact that so many people have been willing to come together to help create the Coming Home campaign is a testament not just to how highly regarded the north-east's food and drink and tourism sectors are, but recognition of the dramatic effect Covid-19 has had, with many businesses struggling to see what their future looks like post-pandemic.
"Now, with businesses opening up again after lockdown and potentially at their most vulnerable, we believe the time is right to take a proactive approach to boost these priceless assets.
"Food, hospitality and travel are facing unprecedented challenges, and while the government's support has been welcome and many businesses and jobs have been saved, with the pandemic set to be with us for the foreseeable future, countless enterprises will undoubtedly again be confronted with difficult times.
"Rather than waiting around for funding to come to us, Food and Drink North East has decided to take a grassroots approach and get on with it."
The film can be viewed here.