The ‘Step into Alnwick’ programme will create a clear, safe and engaging trail between Alnwick town centre traders and The Alnwick Garden through the development of a town centre app, which launched on Thursday 30 November. The objective of the programme is to optimise Alnwick’s winter appeal and provide an engaging reason to visit the town over the winter period, aiming to drive footfall into Alnwick town centre to benefit the community, businesses and attract new visitors.

The app will have the ability to include promotional offers and bookable experiences such as in-store events, drink/dining pairing experiences and more, as an incentive for visitors to download the app, and to entice customers into traders’ stores and businesses. The app will feature the town’s traders in a categorised, map-based directory listing and will be promoted through Visit Northumberland’s marketing channels. It is hoped that, once fully functioning, the app will continue to offer promotional opportunities and directory listings into 2024, providing further support for local and regional businesses.

Andrew Fox, chair of Visit Northumberland, said: “We are thrilled to be leading on this project and providing businesses with a free opportunity to promote their business to Alnwick’s visitors over the winter period and beyond. Working with large attractions to ensure that visitors are exploring the area and shopping locally is vital, and that is exactly what this project is all about.”

The programme is free to all businesses taking part. If a business has a bookable experience which can be sold through the channel and wishes to feature it on the app, it will be subject to 8% commission. Businesses will have the additional opportunity to incentivise visits to their business through exclusive deals or promotions via the app.

Those who are interested and would like to know more, please contact Visit Northumberland who, along with the app developers, can answer any questions you might have and add your business to the app. Please contact

Step into Alnwick is funded by the North of Tyne Combined Authority.