New North Yorkshire Tourism Body Launches

Leading tourism figures have spoken of their hopes for developing the multi-billion pound sector in North Yorkshire with the launch of the first-ever countywide organisation dedicated to promoting the visitor economy.

Visit North Yorkshire has been established to drive forward tourism in the county, which contributes £4 billion every year to the local economy and supports 38,000 jobs.

The new destination management and marketing organisation is overseen by North Yorkshire Council and represents the first time that there has been a dedicated tourism body for the whole county.

At its official launch today (Monday, October 21) at Castle Howard near Malton, about 80 representatives from the tourism industry met members of the Visit North Yorkshire team and were given an insight into a 10-year vision for a more coordinated approach to promoting the county's tourism brand.

North Yorkshire Council's executive member for open to business, Cllr Mark Crane, whose responsibilities include the visitor economy, said:

"This is an exceptionally important moment for the tourism industry in North Yorkshire.

"With the launch of Visit North Yorkshire, we now have the first countywide destination management and marketing organisation which has been made possible following the launch of North Yorkshire Council.

"The tourism sector is so valuable to our local economy and supports tens of thousands of livelihoods in our communities.

"Visit North Yorkshire will have a key role in developing the sector and providing an even closer working relationship with our tourism businesses to ensure that the industry can reach its full potential in the years to come."

The launch of Visit North Yorkshire has come only days after the first strategy of its kind to boost the county's multi-billion pound visitor economy was approved.

Members of North Yorkshire Council's executive approved plans for the destination management plan at a meeting on Tuesday last week (October 15).  

Among those who attended today's official launch was SEALIFE Scarborough's general manager, Andrew Clay.

He said:

"SEALIFE Scarborough are delighted to celebrate the launch of Visit North Yorkshire.

"This is an exciting moment for the region's visitor economy and demonstrates the council's commitment to supporting the vast array of attractions and hospitality businesses that make North Yorkshire such a magical place to visit.

"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."

And David Steel, the chief executive of Dawnay Estates which owns North Yorkshire Water Park, said:

"At North Yorkshire Water Park, we're wholeheartedly embracing the launch of Visit North Yorkshire and the benefits that it will bring to the entire region.

"This initiative will not only help promote the stunning natural scenery across North Yorkshire but will also help highlight the wide range of activities available here, from the water sports lake to the newly launched Adventure Wood.

"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. We're excited to be part of this journey and to help showcase the best of what North Yorkshire has to offer."

Visit North Yorkshire has been established following the launch of the council in April last year when the former county council and seven district and borough authorities merged.

Since North Yorkshire Council was formed, there have already been major developments to support the tourism sector.

It was announced in November last year that a joint bid for a Local Visitor Economy Partnership (LVEP) for both York and North Yorkshire had been approved, paving the way for a far more co-ordinated and strategic approach to promoting the tourism sector.  

LVEPs have been introduced as part of the national response to an independent review of how the country's visitor economy is co-ordinated and promoted and have the potential to draw in additional support and funding from Westminster.  

North Yorkshire Council is working alongside Make it York, York City Council and the York and North Yorkshire Combined Authority to deliver the LVEP.

The first countywide tourism guide has also been published this year, and an updated version for 2025 is currently being produced.

Another key campaign for 2025 will focus on North Yorkshire's connections to television and film locations, which is among the key focuses of the new destination management plan.

North Yorkshire is home to Herriot Country linked to Alf Wight's novels and the television series, All Creatures Great and Small, Fountains Abbey was used as a location for the Netflix series, The Witcher, and the North Yorkshire Moors Railway has featured in the Harry Potter films.

The new campaign, called Starring North Yorkshire, will complement Visit England's own international marketing drive, Starring Great Britain.