It's just hosted one of the UK's biggest bands, beat off competition to hold an acclaimed music festival and brought in tens of thousands of visitors to enjoy a whole host of entertainment and international cuisine - and for Sunderland that's just a taste of what 2026 has to offer.
A walk down Sunderland’s High Street West a few weeks ago was a memorable experience and one for all the senses.
Firstly there was the unmistakable smell of delicious food – from rich spicy curries to roasting German sausages, to generous portions of noodles to colourful Caribbean dishes.
Then there was the sound – a rock choir one minute, an up-and-coming local singer the next, followed by tributes to Katy Perry, ABBA and Whitney Houston.
This was the latest Sunderland Food and Drink Festival, a weekend-long event created by Sunderland’s BIDs which is now a firm fixture – and highly anticipated – date on the annual calendar.
There were throngs of people from literally the moment the festival began, eager to enjoy everything this great event has to offer.
The Food and Drink Festival also serves to consolidate the city’s position as somewhere which offers endless experiences, tailored to ensure there’s something for everyone.
If further evidence of that was needed then look at the BBC Radio 1 Big Weekend which had the pick of every town and city in the country to host its massive music extravaganza – but decided to bring it to Sunderland’s Herrington Park.
Not only did the weekend bring in thousands of people but it also created a legacy – showcasing that Sunderland means business when it comes to boosting its tourism trade and attracting visitors.
Sharon Apppleby, Chief Executive at Sunderland’s BIDs – which includes the City Centre BID and the Seafront BID – believes the positive vibe about the city is benefiting everyone.
“Having had Radio 1 Big Weekend and all the positive publicity that brings, followed quickly by Take That at the Stadium of Light turns a real spotlight on Sunderland,” she said.
“And it’s not just about the experience over those particular few days or one night, it creates a legacy which hopefully inspires people to return.”
Certainly hotels, bars and restaurants benefit from these large scale events as they do from SAFC’s continued success.
“Playing in the premier league means that once again we have people from across the UK heading to Sunderland, benefiting everyone in hospitality and leisure,” said Sharon.
Not to be left out, the popular Summer Streets Festival returns in July to Roker’s Cliffe Park, with a full programme of live music, arts and workshops, followed closely by the return of the Active Sunderland BIG Bike Ride on 12 July, monthly Mackem Markets at the train station along with food markets at the Sheepfolds Stables.
Keel Square, right in the heart of the city, has become the natural spot for live music, surrounded as it is by great bars and eateries – bringing a real slice of café society to Sunderland.
Among the many events it’s hosting this summer is George Michael tribute act, Rob Lamberti on 21 August with the UK’s Love the 90s festival the following day and Girly Pop Fest – featuring tributes to everyone from Sabrina Carpenter to Taylor Swift – the following day.
Sunderland is certainly living up to its title of Music City but arguably more importantly, is the impression the many positive changes are making – and the visitors those changes are attracting.
“There are so many great things to celebrate and so many events and experiences for everyone to enjoy,” said Sharon.
For details of everything happening in Sunderland download the free Sunderland app or visit www.sunderlandbid.co.uk