A new strategy aimed at attracting more visitors to North Yorkshire will tackle long-standing issues affecting the tourism sector to boost the multi-million pound industry.
The first-ever countywide plan is currently being developed to promote the tourism industry and help attract an increasingly diverse range of visitors, while also dealing with a host of issues that have affected the sector.
The destination management plan will aim to promote a year-round visitor economy and will also investigate ways of addressing skills shortages and increasing wages as workers in the sector have traditionally had lower salaries.
Tourism officers, responsible for drawing up the destination management plan, are also hoping to work with key partners to improve sustainable transport links, such as bus and train services, to provide visitors with easier access to travel across England’s largest county.
Council leader Cllr Carl Les said: “The visitor economy has long been one of the drivers of North Yorkshire’s overall economy, and we recognise the importance which the industry has in supporting thousands of businesses across the county.
“The opportunities that are now being provided with the new North Yorkshire Council are immense, and it will be the first time that we will have a countywide plan dedicated to promoting the visitor economy.
“This will not only support the industry and the tens of thousands of jobs it provides, but it will also help attract new enterprise and more visitors for the opportunity to enjoy locations in North Yorkshire that are already known across the world.”
A draft destination management plan is due to be finalised by the end of June, before a bid will go to the Department for Digital, Culture, Media and Support in September for North Yorkshire to become a Local Visitor Economy Partnership, which will involve private and public sectors and would need to follow a new national process to be eligible for support and potential funding from the Government.
Tourism officers in North Yorkshire are working closely on the project, pooling their knowledge and expertise to ensure the strongest possible proposal for a LVEP is submitted.
The North Yorkshire Water Park at Wykeham Lakes near Scarborough has carved out a growing reputation as a leading tourism attraction since it was launched in 2017.
The site underwent a £1.6 million revamp in 2021 and created a new café and changing rooms, as well as expanding the activities on offer, including land-based pursuits such as a 250-metre zipwire, bushcraft sessions and puzzle rooms.
General Manager Gareth Davies said: “We have such a varied offer for tourism in North Yorkshire, from the coast to the moors and the dales. There is a real benefit to now have a single organisation to develop a strategy for the whole of the county, as we have so much to shout about.
“For us at the water park, it is good to hear that there will be a particular focus on promoting outdoor activities, which is definitely an area that can grow for tourism in North Yorkshire.”
