Welcome to Yorkshire takes forward step at last – The Yorkshire Post says

Many did not expect it to survive 2020 when the fallout from former chief executive Sir Gary Verity’s reign led to a halving of staff numbers, a financial crisis as local councils reviewed funding and a lack of confidence in the new leadership team – and all this in addition to the Covid crisis which is crippling so many tourism businesses.

Its desire to represent modern Yorkshire as part of new commitment to diversity is the correct one if lost trust is to be won back – it is a damning indictment on its past mismanagement that an inquiry had to highlight the need to train staff “with regard to equality and diversity, and anti-harassment and bullying”.

Its decision to focus on walking, rather than international cycling events which are so costly to stage, is also a very considered one – Peter Box, the chair, already had this in mind when he was recruiting James Mason a year ago.

It is a small step and cynics will question the validity of a bespoke campaign when the very best walks in Britain are so accessible here – for free – 365 days a year. But if Welcome to Yorkshire can demonstrate that this is the correct strategy, and it helps to entice visitors to the area while complying with social distancing, it can begin to look to the future with more stable foundations. For, if WtY collapsed, what would actually succeed it at the very time when a forward-thinking tourism agency is so needed to get this county back on the front foot?

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