Puffin Coast could bring a nest egg as tourists splash out

And now tourism chiefs are to consider hatching a new era for the region by renaming part of Yorkshire "The Puffin Coast".

The suggestion is part of a plan to realise the untapped economic potential of nature tourism, a market that is growing globally by 20 per cent a year.

But a report by the International Centre for Responsible Tourism at Leeds Metropolitan University, on behalf of Yorkshire Wildlife Trust, found that East Yorkshire was only generating a third of the income and supporting a third of the jobs it could be.

It recommends creating a new brand identity for the East Coast, utilising one of nature's most distinctive animals.

Suggestions include "The Puffin Coast" and "The Gannet Coast", in homage to the seabirds that already draw thousands of visitors to the area.

Martin Batt, nature tourism manager at the trust, said: "It's about recognising that this is a new and growing audience that has been turned on to nature by programmes on TV such as Countryfile, Springwatch and Autumnwatch.

"We've been used to watching David Attenborough show us Africa and the Galapagos but we've got fantastic wildlife right on our doorstep and now people are realising that and they want some help with being told where to see it and when."

The report said that by investing in infrastructure and making nature reserves more user-friendly, the income from wildlife tourism in the area could rise from 9.5m to 28.5m, which would create an extra 340 jobs.

The area's six main sites for wildlife watchers are Bempton Cliffs, Blacktoft Sands, Flamborough Cliffs, North Cave Wetlands, Spurn Point and Tophill Low.

Bempton Cliffs, an RSPB nature reserve, is one of the biggest seabird nesting sites in the UK and already lures dedicated birdwatchers from far and wide.

Dawn McKie, visitor information officer at the site, said: "Certainly puffins are a major draw. They are comic and you can't get away from that, but one of the biggest things for us is our gannet colony.

"We have gannets from March to November and puffins from May to July."

Figures show that 250,000 people who visited East Yorkshire in spring and summer took time during their trip to view wildlife, and 45,000 of them, or 17 per cent, said the area's wildlife was the primary reason for their visit.

Most (90 per cent) were day trippers, and the plan is to improve and extend the range of accommodation to encourage them to stay longer.

It is estimated that a sustained programme of investment over 10 years could increase the number of day visitors to 560,000.

The market can be broadly split into three groups:

n Specialists, such as birdwatchers, who are prepared to travel long distances and "rough it"

n General nature tourists drawn by an iconic species but interested in the wider environment

n People with a casual interest who can be attracted by easy access to viewing areas.

The report said: "Evidence... suggests that this form of tourism is becoming increasingly upmarket and that the product is becoming more sophisticated."

It was important to cater for the needs of all three segments to maximise development opportunities.

Mr Batt said the key to success was broadening the appeal to more casual visitors. "We are not talking about dedicated birdwatchers," he said.

"We are talking about people who like a bit of comfort, who want to know there's going to be a toilet and a cup of tea, and somewhere where they can be sure of seeing a bird.

"We are investing in new visitor centres so people can be shown what's there and there's an opportunity to provide jobs. It's got to be a co-ordinated effort."