Breaking news: Welcome to Yorkshire boost for tourism sector

AMBITIOUS plans to make Yorkshire one of the world’s top visitor destinations have been unveiled today before an audience of more than 1,000 people.

The campaign – entitled ‘A long weekend in Yorkshire isn’t long enough’ – is to be promoted through television commercials, cinema and press advertising, and online marketing.

To coincide with the campaign’s launch at today’s Y 09, the largset tourism industry event ever held in the region, Yorkshire Tourist Board is being rebranded as Welcome to Yorkshire.

Yorkshire Forward, the regional development agency, has shown its support for the tourism initiative by investing £30m over the next three years.

It is hoped the initative will unlock a £300m increase in annual visitor spend.

Unveiling the campaign Gary Verity, chief executive of the new Welcome to Yorkshire, said: “Today we reveal the new face of tourism for the region. High impact, this is set to turn heads both here and overseas.

“I know it seems like a huge sum of money but we have to compete with destinations such as Scotland and Wales. We want to make sure more visitors are coming to Yorkshire and spending their money in Yorkshire.”

Promotion will also see digital technology used heavily with websites, such as Facebook, and blogging being used to encourage visitors to the region.

Yorkshire Forward chief executive Tom Riordan said: “Today is a major day for tourism in Yorkshire and the Humber and Welcome to Yorkshire plans to develop the region’s visitor economy are greatly received.

“Our region is a ‘Country in a County’ with its brilliantly vibrant cities, breathtaking national parks and rejuvenated seaside towns, making it one of the best visitor regions.

“Tourism is one of those sectors that can keep Yorkshire and Humber afloat during the economic downturn – with many people opting to holiday in the UK and we can reach out to global markets that can take advantage of the weak pound.

“We are aiming high and shaping the region’s tourism agenda, which will have a positive impact on Yorkshire and Humber’s economy.”

The tourism industry generates £6.3bn pounds of revenue to the region’s economy and there are 250,000 people working in tourism related jobs.

Y 09 saw delegates from Yorkshire and further afield see how Welcome to Yorkshire aims to attract visitors to the region.

Overseas marketing campaigns are an important part of the initiative to cash in on the current economic climate which could see overseas visitors taking advantage of the currency exchange rates to visit the UK.

Welcome to Yorkshire will be targeting European countries such as Spain, France, Italy, Germany and Netherlands to attract more visitors to come to Yorkshire and looking even further afield at marketing campaigns in Canada and China. 

Welcome to Yorkshire will also be sponsoring the popular television drama, Heartbeat to help sell the “come to Yorkshire” message.

Heartbeat is shown in 35 countries around the world and in 2007 won the Best European Drama.

Heartbeat stars Tricia Penrose, who plays barmaid Gina Ward, and Nikki Sanderson, who plays Dawn Bellamy, joined the launch to promote Yorkshire tourism.

“We have chosen Heartbeat because it is a much loved iconic programme which has captured the hearts and minds of people both here and abroad. We are sponsoring a product that is highly regarded and helps to brings visitors into our region,” added Mr Verity.

Y 09, which was held at the Royal Armouries, was attended by high profile business leaders and politicians.

Minister for Yorkshire & the Humber, Rosie Winterton, said: “One of my top priorities – and it has been since I became regional minister – is to promote Yorkshire and the Humber as a great place to live, to visit and to do business.

“The Yorkshire brand is second to none. I am delighted that the tourist board is really getting out there and spreading the message nationally and internationally.”

Mr Verity told the audience: “With such ambitious and exciting plans the thought of Yorkshire becoming a top global destination is now a realistic possibility.”