New Tourism Plan for North Yorkshire Approved

North Yorkshire Council's Executive committee has backed a new ten year tourism plan for the county.

The new Destination Management Plan (DMP) for the region, outlines a 10-year strategy to boost the local visitor economy. The plan, covering 2024 to 2034, aims to guide the sustainable growth of the visitor economy, a sector currently valued at £4 billion and responsible for 38,500 jobs.

The DMP comes at a crucial juncture following the reorganisation of local government and the establishment of a new tourism service, Visit North Yorkshire. The council views this as a "once in a generation opportunity" to harness the area's strengths and promote its diverse offerings.

The plan was developed in five stages, incorporating feedback from over 500 industry stakeholders and partners.

Executive member for Business, Councillor Mark Crane says the plan has widespread backing.

A new DMP was considered necessary for several reasons:

• The reorganisation of local government in North Yorkshire, merging seven district councils and one county council into a single unitary authority, presented an opportunity for a new, county-wide approach to tourism.
• The establishment of a new tourism service, Visit North Yorkshire, required a clear strategic framework to guide its activities.
• The formation of the York & North Yorkshire Local Visitor Economy Partnership (Y&NY LVEP) necessitated a more strategic approach to managing the destination in partnership with the neighbouring city of York.
• The economic turbulence of recent years, including the pandemic, war in Europe, and cost of living crises, highlighted the need for a forward-looking plan to target resources effectively.

The DMP's overarching vision is to

"recognise, harness and embrace North Yorkshire’s strengths, while identifying sustainable growth opportunities, creating a place for all to be proud of – businesses, residents, and visitors alike."

Specific aims of the DMP include:

• Promoting a wider and more varied tourism offer to encourage longer stays and higher spending.
• Supporting businesses of all sizes to thrive.
• Creating and supporting jobs within the visitor economy.
• Attracting investment in tourism and other sectors.
• Improving the overall visitor experience, taking into account the needs of residents and the environment.
• Making North Yorkshire a welcoming and accessible destination for all visitors.

The DMP sets two main growth targets:

1. Increase the value of the visitor economy by 20% above the rate of inflation by 2034.
2. Increase the percentage of overnight visitors to 23% by 2034.

Head of Tourism, Gemma Rio, says the focus on overnight stays has a number of benefits.

The DMP emphasises the importance of partnership working in its delivery. Visit North Yorkshire will take the lead, working closely with a range of stakeholders, including:

• Y&NY LVEP
• North Yorkshire Council services
• City of York Council
• Protected Landscapes (National Parks and National Landscapes)
• Business Improvement Districts (BIDs)
• Transport providers
• Visitor economy businesses

Detailed action plans have been developed for each priority area, outlining specific actions, timescales, and lead organisations responsible for delivery. The plan is intended to be a "road map" to guide the actions of multiple organisations and align future investment in the visitor economy.

Councillor Mark Crane says the plan will help to market the county to potential visitors but that work will require cooperation with other local authorities.

And Head of Tourism Gemma Rio says the plan aims to bring tourists to all parts of North Yorkshire, not just the "tourist honey pots"

The council says that the new plan will provide the Council and stakeholders across the county with a clear, focussed set of priorities to drive the tourism sector.

The full plan can be seen at https://edemocracy.northyorks.gov.uk/documents/s40272/Appendix%20A%20-%20Destination%20Management%20Plan%20-%20for%20approval%2020241015.pdf