North Yorkshire’s visitor economy continues to show resilience, surpassing £4 billion in annual value. A significant 32.2 million people visited the county in 2024, marking a 3.8% increase over the previous year. This growth not only underscores the appeal of the region’s diverse attractions but also highlights the sector’s vital contribution to local employment, with over 38,000 full-time jobs supported.
In response to these positive figures, the county is intensifying its strategic focus. The newly launched destination management plan, developed by Visit North Yorkshire, serves as a roadmap for the next decade, targeting further growth and fostering a more sustainable tourism model. The plan seeks to expand overnight stays, a key area for development based on the latest data.
Notably, Castle Howard, a prominent cultural venue, saw a 10% rise in visitors during the summer of 2024. The stately home’s successful events, including an art exhibition by Sir Tony Cragg, have been pivotal in driving this growth. Such attractions are increasingly contributing to the local economy, setting a strong precedent for the tourism sector.
The county is also embracing new digital tools, such as a revamped website launched by Visit North Yorkshire in April 2024. This initiative is designed to provide visitors with comprehensive resources and encourage extended stays. Accompanying this digital push is the launch of the There’s More to North Yorkshire marketing campaign, aimed at broadening the county’s appeal beyond its rural landscapes. The campaign highlights a mix of thrilling coastal activities, wellness retreats, historical sites, and vibrant nightlife.
As the region builds on its momentum, additional initiatives, including special events like restaurant weeks and the Whitby Literature Festival, are planned for later in the year to drive footfall during traditionally quieter periods.
