Launch of new Visit North Yorkshire group to boost tourism

Visit North Yorkshire has been established to drive forward tourism in the county, which contributes £4bn 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.

Left to right, David Steel, the chief executive of Dawnay Estates which owns North Yorkshire Water Park, SEALIFE Scarborough’s general manager, Andrew Clay, and North Yorkshire Council’s chief executive, Richard Flinton, at Castle Howard (Image: NORTH YORKSHIRE COUNCIL) At its official launch on 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.

“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.”

Harrogate Royal Pump Room Museum (Image: NORTH YORKSHIRE COUNCIL) Among those who attended Monday’s official launch was SEALIFE Scarborough’s general manager, Andrew Clay.

He said: “SEALIFE Scarborough is 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.

Scarborough tourism cyclist (Image: CHARLOTTE GRAHAM) David Steel, the chief executive of Dawnay Estates which owns North Yorkshire Water Park, added: "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.

“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."

Promotional campaigns planned for next year include a bid to highlight the Visit North Yorkshire brand to coincide with the launch of its new website.

Visit North Yorkshire launch (Image: NORTH YORKSHIRE COUNCIL) 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.