It was third time unlucky for Northumberland last night after losing out to Cornwall in the British Travel Awards again.
The county was once more in the running to be named the Best UK County/Holiday Destination, which is decided by a public vote.
But, as in 2014 and 2015, Northumberland took the silver, with 14 per cent of the vote, as Cornwall maintained its crown.
Yorkshire was in third place, while Pembrokeshire/Tenby and Devon had also been nominated.
The British Travel Awards are considered the benchmark for excellence when it comes to finding out who really is the best in the travel industry.
Northumberland Tourism director Jude Leitch said: “Once again, this is a great result for Northumberland, showing the county is consistently within an elite handful of counties much-loved by tourists around the UK.
“While we didn’t achieve the top spot, we placed higher than Yorkshire and Devon – two very popular destinations. This is something of which we can be extremely proud.
“This year’s social-media voting campaign, Share the Northumberland Spirit, highlighted the locations and landmarks around the county which make Northumberland so special and unique, encouraging visitors and residents alike to vote for Northumberland.
“In a time where staycations are becoming increasingly popular, we hope our silver award recognition will encourage an even bigger portion of the general public to come and see our beautiful county for themselves.
“We want to thank voters, supporters and everyone involved for their overwhelming support throughout the campaign.”
British Travel Awards’ chief executive, Lorraine Barnes Burton, said: “Northumberland is to be congratulated on winning silver for Best UK Holiday Destination/County.”