The grey pound
They also realise, in a consumer-led society where people have increased expectations, that tourism is an incredibly competitive industry – it is, therefore, encouraging that WTY should have been shortlisted last week for a global award alongside some of the world's most iconic destinations.
As well as confirming what many already know, namely that our Antipodean cousins are particularly keen on visiting British
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Hide Adpubs, VisitBritain's research does serve one useful purposes. It shows that it would be extremely short-sighted, from a broader economic perspective, if the Government's austerity clampdown had a detrimental effect on the ability of the whole country, including Yorkshire, to promote itself to a world audience.
Put simply, fewer marketing campaigners will mean fewer visitors – and, therefore, less money for the country's coffers. It can only be hoped that Ministers recognise this.