Yorkshire sees biggest ever investment in visitor economy

A major investment has been announced this week which could transform Yorkshire and Humber’s tourism economy into one of the most powerful sectors in the region. Yorkshire Forward’s £30 million investment will be used as a catalyst to attract new public and private sector funds and better co-ordinate existing investment in tourism, which is expected to result in a £300 million increase in regional visitor spend per annum.

This investment is the most significant ever in the region’s tourism industry, with an increased investment from Yorkshire and Humber’s Regional Development Agency of 59% per year over the next three years.

Yorkshire Tourist Board will deliver this investment, working closely with area tourism partnerships across the region, local authorities and private businesses, all of whom are vital players in the region’s growing tourism economy. The sector already employs 243,500 people in Yorkshire and Humber and contributes £6.1 billion to the economy.

Terry Hodgkinson, Chair of Yorkshire Forward said;

“Tourism is a significant driver in Yorkshire and Humber’s economy and represents one of the largest sectors in the region which is why we are making this investment to grow this further.

“Yorkshire Forward’s increased investment is testimony to the significance and growing importance of the tourism sector in the regional economy.”

Gary Verity, Chief Executive, Yorkshire Tourist Board echoed his comments;

“The visitor economy in Yorkshire and Humber involves almost everyone. As well as tourism businesses and the local authorities who help make the region the great place it is to visit, everyone who lives here has a part to play in promoting what we have and encouraging visitors to spend their money here. But we need strong leadership and clear messages that everyone understands and promotes, and it is our job to provide that leadership and focus for the industry.

“On the back of Yorkshire Forward’s investment, Yorkshire Tourist Board and our regional tourism partners are committed to taking tourism to the next level which is an extremely exciting proposition. We will capitalise upon our strengths and build upon our rich heritage but reinvigorate our image to promote our diverse and contemporary tourism offering. Our energy and drive in marketing and promoting the region will push the boundaries of tradition to the limit and catapult Yorkshire and Humber centre stage to a global market.”

One of the main priority’s of this increased investment is to update the region’s image to attract new visitors. Yorkshire Tourist Board is aiming to achieve this by showcasing examples of the region’s transformed towns and cities, such as Sheffield, which has benefited from significant public and private investment in recent years and now boasts attractions including the Millennium Galleries and Peace Gardens. Similarly, traditional tourism destinations like Scarborough have a new face to sell to the world, having just been announced as the most enterprising in Britain.

Coupled with the vigorous, focussed and timely marketing activity in both domestic and international markets, Yorkshire Tourist Board will implement a hard hitting, driven communications campaign to send the message around the world that Yorkshire is the number one visitor destination in the UK.