Tourism businesses in North Yorkshire have come together to develop a vision for the future in the first strategy of its kind designed to help the county’s multi-billion pound visitor economy reach its full potential.
More than £4 billion is brought into North Yorkshire’s economy each year through tourism, and the industry supports 38,500 jobs. The proposed new strategy spanning the next decade is set to become the first countywide approach to support the visitor economy.
The proposed strategy is aimed at capitalising on the diversity of what is on offer in the county, including its famous countryside, stately homes and gardens and history and heritage.
The draft plan is also due to highlight the county’s arts and culture, health and wellbeing and a growing reputation as a location for film and television. Building on the popularity of North Yorkshire’s coastal towns, such as Scarborough, Whitby and Filey, and other established destinations including Harrogate are also set to be a focus of the strategy.
North Yorkshire Councillor Mark Crane, whose responsibilities include the visitor economy, said: “The visitor economy is a major driver of North Yorkshire’s local economy. A vibrant visitor economy not only supports businesses directly within the tourism industry, but also supports in attracting investment and making the county a truly great place to live.
“This 10-year destination management plan comes at a critical time for North Yorkshire, and one of the most exciting in its recent history. With the launch of North Yorkshire Council last year, this has provided us with the first opportunity to have a countywide strategy to promote the visitor economy.
“There will be a new approach to supporting the growth of the visitor economy – one which recognises the area’s scale and character and reflects the diversity and distinctiveness of our county.”
The draft destination management plan has been drawn up following a wide-ranging consultation involving one-to-one interviews and more than 40 face-to-face and online workshops during 2023 and this year to gather the views of over 500 key stakeholders.
The discussions highlighted the opportunities presented by North Yorkshire’s stunning landscapes for past-times such as cycling and walking and a desire by the industry and also the council to invest and develop the visitor economy.
The head of historic properties at English Heritage, Simon Bean, said: “The county is home to some of our most popular and historic locations, which attract visitors from across the world every year.
“We understand just how important tourism is for North Yorkshire’s economy, and we are proud that our sites across the county do help to support the industry.
“English Heritage has been consulted about the draft destination management plan, and we are excited by the prospect of unlocking even greater potential for North Yorkshire’s visitor economy, both for people coming to the county and for the communities that live here too.”
Among the other attractions in North Yorkshire which brings in visitors from across the world is the World of James Herriot in Thirsk, which has seen its popularity increase even more in recent years following the broadcast of the new series of All Creatures Great and Small.
The museum, dedicated to the novels by Alf Wight about the fictional Yorkshire Dales vet, is celebrating its 25th anniversary this year. The Herriot Country Tourism Group is currently spearheading an international sales campaign that supports the proposed destination management plan.
Group chairman John Gallery said: “The destination management plan is due to mark a very important step to providing a clearly defined approach to promoting the tourism sector across the whole of North Yorkshire.
“The popularity of James Herriot has increased in recent years, and this will help us promote our museum in Thirsk which will benefit not just the town but the surrounding area as well.
“We know the importance of the visitor economy for our local economy and communities, as it supports so many jobs for local people. The new plan is set to help develop that and promote what is on offer for the thousands of visitors who come to North Yorkshire every year.”
