Sponsored by
Plan to draw in new waves of tourists
THE multi-million-pound tourism industry in some of Yorkshire's most popular holiday destinations is being overhauled to attract more visitors and combat the recession.
A new marketing strategy is being evolved to promote the Yorkshire Dales, the North York Moors and some of the East Coast's most popular seaside resorts including Scarborough and Whitby and draw in fresh waves of tourists.
It is hoped tourism businesses will be able to capitalise on the economic downturn by attracting more overseas visitors who are keen to enjoy a favourable exchange rate with the weakened pound. The domestic market will be targeted as more Britons are looking to holiday in the country to save money amid the recession.
A new chief executive, Aviva Pearson, has been appointed to oversee the tourism partnerships covering Harrogate and the Yorkshire Dales and the North York Moors and coast.
Mrs Pearson, who started in her new post last week, is carrying out an extensive fact-finding mission as she looks to develop the new marketing strategy, which is due to be launched within the next three months. "We are so blessed to have such a fantastic landscape in North Yorkshire, and to me it really is quintessentially English," she said. "I want to make sure that we promote this to both the British market and also internationally.
"When I was offered this job, I jumped at the chance because North Yorkshire has so much going for it. There is something special about North Yorkshire, people who visit keep coming back time and time again.
"But I want to make sure we attract new visitors who don't know about North Yorkshire and the new marketing strategy will be aiming to showcase the county and all the hidden gems that are here."
Mrs Pearson has already met the chief executives of local authorities covering Harrogate, Scarborough and Ryedale, and she is also heading to meet business owners to experience tourism at a grassroots level.
She is also liaising closely with York's tourism partnership, Visit York, and holding talks with chief executive Gillian Cruddas.
While the new marketing strategy is at a formative stage, it will focus heavily on promoting an environmentally-friendly message. Promotions could include the chance for a 10 per cent discount on accommodation if visitors opt to use public transport.
Mrs Pearson moved to Bedale nearly a fortnight ago with her husband, Carl, and their four-month-old daughter, Hannah, from Torquay, where she was the director of tourism for the English Riviera board.
Her career spans more than 20 years and she has also been the head of tourism for Anglesey.
But Mrs Pearson, who moved to Britain in 1991 after growing up in Palm Beach in Florida, claimed her new role presented a huge opportunity to help drive forward the tourism industry in some of England's most popular holiday destinations.
She said: "I love the UK, and this job in North Yorkshire is exactly where I have always wanted to be. It is a massive opportunity, and I am determined to drive forward the new marketing strategy as soon as possible."
Business owners lost as much as a quarter of their trade last summer because of the poor weather and the growing economic crisis, prompting concerns that many will not be able to continue if there is a repeat this year.
Tourism generates 85bn each year and ranks as the nation's fifth largest industry. In Richmondshire alone it is worth 184.5m annually to the local economy, supporting more than 4,500 jobs in the peak season.
Efforts are already under way to aid rural businesses which are struggling financially during the economic slump, such as the launch of a task force of tourism experts to help beleaguered firms across the Yorkshire Dales.
The team of four business development officers, who were chosen because of their experience in the domestic tourism industry, have been touring the Dales and Harrogate area to offer practical advice.
Email to a friend
Print this page- Leeds lose Ward to Palace: Is there anyone they can afford now?
- Sheffield Wednesday leaving it late to hijack Leeds United over Ward
- As Snodgrass dithers over Leeds, Warnock throws a lifeline
- Ball is in Leeds United’s court over contract - Snodgrass
- Police turning blind eye to Asian voter fraud, says MP
Looking for...
Featured advertisers
Jobs
Search for a job
Motors
Search for a car
Property
Search for a house
Weather for Yorkshire
Saturday 26 May 2012
Today
Sunny
Temperature: 9 C to 21 C
Wind Speed: 17 mph
Wind direction: East
Tomorrow
Sunny
Temperature: 9 C to 22 C
Wind Speed: 13 mph
Wind direction: East
