New Chief Exec named at Welcome to Yorkshire

New Chief Exec named at Welcome to Yorkshire
James Mason

Welcome to Yorkshire has named former Bradford City COO, James Mason, as its new Chief Executive.

Mr Mason will bring a wealth of experience in business growth, finance, marketing and PR when he officially joins the tourism agency in early January.

He began his career in sports journalism and, most recently, served as COO of a global sport scholarships business. He also held senior roles at Bradford City and Rochdale football clubs.

“I’m looking forward to working with the team at Welcome to Yorkshire to continue to build this country’s reputation as the best place in the world to visit, live and work,” he said.

“I know the organisation has been through a challenging period and I understand the need for transparency going forward,” he said.

“I have every confidence that by working together, and with the support of our partners and stakeholders, we can regain trust and rebuild relationships.

“Looking forward there are opportunities for digital growth and to engage with the Yorkshire community across the world to really showcase the county’s modern-day diversity.”

Peter Box, chair of Welcome to Yorkshire, added: “James is a passionate and proud Yorkshireman. He’ll be a hands-on CEO with strong values and integrity who brings with him a wealth of experience in business, marketing and public relations and will be a huge advocate not only for the organisation but for the county.

“This is a new start for Welcome to Yorkshire, and as chair, I’m very much looking forward to working with James to build on the organisation’s fantastic foundations and together, with the team, lead us into a new and exciting future.”