Stay of execution for troubled tourism agency

Troubled regional tourism agency Welcome to Yorkshire has been handed a stay of execution after a meeting of the Yorkshire Leaders Board.

The board which is made up of council leaders and metro mayors from across Yorkshire met on Thursday and agreed to produce options for the governance, finance and future direction of tourism marketing in the region, with a final report to be presented to the board in February 2022.

In the interim period the board also confirmed Welcome to Yorkshire would continue to be responsible for the promotion of the region’s tourism sector.

Co-chair of Yorkshire Leaders, Cllr Steve Houghton, who is leader of Barnsley Council, noted that every part of Yorkshire “benefits from tourism” and that the “industry, and the communities that rely on it, deserve support.”

He added: “Yorkshire is an international brand that generates billions of pounds each year and showcases the very best of our region.

“There’s no question that our tourism industry needs a champion. And I’d like to thank the board and staff at Welcome to Yorkshire who continue to play that vital role in promoting our region and bringing investment to local businesses and communities.

“But now is the time for us to think about how we develop the brand in the long term.

“We have an open mind about the outcome of the review. It’s important we take this time to assess all the options and explore every opportunity available to us before we meet again in February to agree the way ahead.

“In the meantime, we will talk to the industry and local leaders so that we can give Yorkshire’s brilliant tourism industry the support it needs to grow for the long term.”

Welcome to Yorkshire has had a turbulent history recently, starting with the scandals surrounding former chief executive Sir Gary Verity, who departed the organisation in 2019.

Since then, the body which was responsible for bringing the Grand Depart of the Tour de France to Yorkshire in 2014 has faced a number of funding challenges,  warning at one point that it could be forced to close its doors if local authorities can’t guarantee an additional £1.4m of funding.

Last month also saw its latest chief executive James Mason leave and Nicky Chance-Thompson DL, chief executive of the Piece Hall step down as a board member citing that she felt “uncomfortable” with the way allegations Mason were handled and was “deeply concerned about the continuous leaks to the media, and the impact that has had on the organisation and our collective reputation.”

Peter Box

Commenting on the announcement by the Yorkshire Leaders Board, Peter Box, chair of Welcome to Yorkshire, said: “We welcome the decision of the Yorkshire Leaders to conduct a fundamental review of how the region is marketed as a tourism destination, with all of the benefits it brings, and look forward to playing a full and active part in this process.

“The review will be complemented by our own consultation with Welcome to Yorkshire members, commercial and strategic partners, representatives from the tourism sector, local authority leaders, mayors and stakeholders.

“It is the Board’s intention to complete this consultation no later than February 2022 when the conclusions from the Yorkshire Leaders review are due to be reached. Full details will be announced at next month’s Board meeting.”

Click here to sign up to receive our new South West business news...
Close