The county's local authority has been looking into the value of arguably its most important resource.
North Yorkshire Tourism Bosses say a new study into the local visitor economy is going to provide them with a solid understanding of what's working and what needs improving.
The new report found that 31 million people spent a collective 4 billion pounds in the county last year.
Gemma Rio is North Yorkshire Council's Head of Tourism, she says it's the first time they've had data on the entire county's tourism performance.
The report shows that 31 million people visited North Yorkshire last year spending 4 billion pounds.
It's been commissioned by Visit North Yorkshire, which was set up following the collapse of Welcome to Yorkshire and the creation of the unitary council for North Yorkshire last year.
Gemma Rio thinks the report offers new insights.
The report also found tourism in county supported 38,486 jobs, through direct and indirect jobs, making up 13 per cent of employment in the county.
The North Yorkshire Council-run body is aiming to capitalise on the county’s brand, using well-known destinations as anchors to allow visitors to explore the more of the county.
The authority’s leader, Councillor Carl Les, said:
“The release of these new figures not only confirms the importance of tourism to our local economy, but it also provides a baseline to work from as we begin an exciting new journey for the visitor economy in North Yorkshire.
“The value of the visitor economy must not be underestimated which is why we have made it a priority for us. It supports tens of thousands of jobs and sees visitors come to the county from across the world, and we are committed to ensuring that the sector continues to grow.”
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