Tourism leaders welcome new 10-year strategy

Visit North Yorkshire has been launched to further drive tourism in the county

North Yorkshire's top tourist attractions have backed a new body which aims to promote the county across the world.

Visit North Yorkshire was launched on Monday to drive forward tourism in the county and replace the defunct Welcome to Yorkshire tourism agency.

A spokesperson for North Yorkshire Council said tourism contributes £4bn to the local economy every year and supports 38,000 jobs.

Mark Crane from North Yorkshire Council described the launch as "an exceptionally important moment for the tourism industry in North Yorkshire".

Crane, the lead councillor responsible for business, said Visit North Yorkshire would forge closer working relationships with tourism businesses "to ensure that the industry can reach its full potential in the years to come".

As part of the 10-year strategy, visitors will be encouraged to stay overnight and spend more money.

It also includes a target to ensure a quarter of tourists stay in the county for at least one night by 2034.

David Steel, the chief executive of Dawnay Estates which owns North Yorkshire Water Park, said: "By working together, we can attract more visitors to experience the thrills of adventure and the beauty of our landscapes, all while supporting local communities."

Plans for 2025 include the launch of a new website, the publication of a countywide tourism guide and a campaign promoting North Yorkshire’s connections to television and film locations.

SEALIFE Scarborough’s general manager, Andrew Clay, said Visit North Yorkshire "will provide that all-important support and strategic focus to give everyone involved in tourism the chance to deliver the best possible experience for visitors".

Welcome to Yorkshire previously provided tourism support for the county prior to going into administration in 2022, with councils taking over since that time.

The chief executive of Harrogate International Festivals, Sharon Canavar, said the new strategy offered "a hugely exciting opportunity for our organisation".

“It allows us to be at the forefront of cultural destination campaigns and ensures the widest possible audience is aware of our year-round festivals portfolio, and how that sits alongside the vast array of fantastic tourism businesses across the area.”

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