'Every human can enjoy something in Whitby' - How the jewel in North Yorkshire's crown became a year-round tourism town

Spectacular it is for sure and there is little wonder Whitby is top of the travel tick list for so many people.

Award-winning beaches, independent shops, the dramatic Whitby Abbey, sea-swimming, walking routes and an abundance of places to eat and drink, never mind the fish and chips, are enough to tempt anyone.

Then there are a raft of events, often niche, but catering to every interest if none of the above do.

Whitby Goth Weekend has been running more than 30 years, Whitby Regatta has a history spanning back more than 180 years, Folk Week has its origins in the 1960s and the 60s Music Festival is 20 years old.

Added to the growing events list this year were the new, Whitby Lit Fest and Whitby Chocolate Festival.

There is no wonder North Yorkshire Council’s head of tourism, Tony Watson, is proud of his biggest asset.

In an exclusive interview with The Yorkshire Post, Mr Watson, appointed in April this year, shares why tourism is working better in Whitby than most other areas of the country.

“I am proud to characterise Whitby as the jewel in the crown of North Yorkshire and proud to be head of tourism of a place (North Yorkshire) bigger than Luxembourg. We are really proud of Whitby and its success.

“It is the compact of the offering”, he adds, which makes Whitby more popular than say Scarborough or Bridlington further down the coastline.

“A visitor can arrive and understand the geography. From the Abbey into the town centre, it is not a large space and a lot of the success is the ability to continue to have footfall for events and the constant evolution of those.

“Every human can enjoy something in Whitby – the coast, the history, the heritage. If you can’t get them to enjoy an event, you do an event that makes them want to be there.

“In other places, like Scarborough, the geography is larger so having an impact is more difficult. Whitby’s biggest asset is nothing to do with marketing – it is the geography, heritage and community.”

Indeed, Scarborough’s fortunes differ from Whitby, but arguably it has been a popular holiday destination for UK residents longer than Whitby has.

Many a local in Whitby can remember when the town virtually shut down between October and Easter and was more a working fishing port than a holiday one.

But, tides have turned in the last 20 years, kickstarted in 1997 by the return of the HM Bark Endeavour replica.

The Indices of Deprivation show more than 24 per cent of Scarborough’s 109,000 population live in the 20 per cent most deprived areas in England. For Whitby’s 24,400 residents, the figure is 15.1 per cent.

More than 18 per cent of Scarborough’s shops are empty – a figure above the national average. In Whitby 6.7 per cent of shops are vacant, “significantly” below average.

For both places, however, tourism is integral to the local economy.

According to Visit North Yorkshire, tourism was worth £4.2bn last year, up 3.9 per cent on 2023. More than 32 million day and night visitors headed to the region last year, more than in 2023.

Tourism in North Yorkshire employs more than 38,000 people.

Emma Khan and husband Zed have run The Riviera guesthouse on Whitby’s West Cliff for more than 20 years and say the variety of events, historic charm and scenery make the town an all-year round destination.

Mrs Khan said: “We’ve observed the town transform from a primarily seasonal destination into a vibrant, year-round tourism town.

“I believe this growth is largely due to the variety of events Whitby hosts throughout the year, from food and music festivals to cultural and maritime events, which successfully attract visitors outside the usual summer months.

“The town’s unique combination of scenery, historic charm, diverse activities – including coastal walks, boat trips, museums and boutique shopping – also make Whitby exceptionally appealing.

“We’ve found Whitby also holds a special place in many of our guest’s hearts. It’s often chosen as the setting for engagements, weddings and other special occasions, which creates a lasting connection and encourages people to return year after year for meaningful life events.”

Mrs Khan added Whitby’s appeal has been maintained by not succumbing to large chain businesses.

“Visitors value local shops, eateries, and independent businesses that give the town its unique character.”

One of the most recent additions to Whitby’s independent shopping scene is The Pot and Pineapple. An eclectic mix of homeware and gifts, art – and possibly the largest selection of liquorice in one shop.

Emma Hatchard started the business in 2023 and has run holiday accommodation in the same building for seven years.

She believes Whitby’s appeal lies within its locally owned and independent shops.

Mrs Hatchard said: “Whitby has always had small independents, we have not had the challenge high streets have had with big names moving out of town because we did not have that in the first place.

“We have always had to make the effort, that is why you get a lot of family businesses in Whitby. Whitby people are grafters because they have had to be.”

Customers have been Christmas shopping at The Pot & Pineapple since September after the school holidays, she added. “We have people coming into the shop who come to Whitby six or eight times a year and save up to come away. People just love it.”

Re-locating to Whitby – although challenging for young, local people due to rising house prices and lack of high paid professional jobs - remains a lifestyle aspiration for many.

An influx of house-buyers looking to swap the city for the sea-side, in the aftermath of the lockdown years, prompted the town council to take a vote on restricting the sale of new-build and additional housing to full-time residents back in 2022.

While the market has steadied since then, it remains buoyant.

There are 326 properties currently listed on Rightmove for sale in Whitby, compared to 480 in Bridlington – an area which falls into East Yorkshire’s boundary and has its own set of unfavourable statistics.

A three bed semi-detached house in Bridlington is marketed at £120,000. The equivalent in Whitby will cost you £80,000 more.

Factors pushing up prices are Whitby’s history and charm, say local estate agents.

Charlie Mainwaring, senior valuer at Henderson’s Estate Agents, said: “The housing market in Whitby has always proven to be resilient and definitely has its own ‘micro climate’ if you like. Prices tend to plateau rather than drop generally.”

There remains a strong market for second home ownership, a lot of interest from locals to buy if properties are priced realistically and retirement re-locations.

Ms Mainwaring added: “Retirement to Whitby from those out of area is a common theme. The coastal position with access to the moors and surrounding countryside and villages is a big draw for most. With its rich history being a constant, I feel this stands it ahead of its neighbouring coastal towns and most likely will always be the case.”