Tourism boost as Marketing Leeds secures funding

MARKETING Leeds has secured more than £500,000 of funding which will be used to boost tourism and create jobs in the region.

The funding has been secured by the organisation from the Government’s Regional Growth Fund.

It forms part of the Growing Tourism Locally initiative, a three-year programme coordinated by national tourist board VisitEngland, which is expected to create more than 300 new jobs in the city.

Although the funding was widely welcomed today, there was frustration from Welcome to Yorkshire chief executive Gary Verity that it was not made available on a Yorkshire-wide basis.

Mr Verity said: “We’re delighted that funding is being made available for tourism which is now such an important part of our economy and we look forward to working with Marketing Leeds to grow the tourism economy in Leeds even further.

“However we do have doubts about this scatter gun approach to funding and many parts of the country are wondering why they have not received any funding.

“We do feel it is a missed opportunity not to give the funding to Yorkshire as a whole to build on the success of brand Yorkshire.”

Lurene Joseph, chief executive of Marketing Leeds, said: “The visitor economy makes a huge contribution to the prosperity of Leeds and there is real potential for further growth.

“The funding is fantastic news both for Leeds and for the tourism businesses that help make our city the success it is. 

“As well as creating hundreds of new jobs in the tourism sector, Leeds will be positioned on the national and international stage as a leading destination for short breaks, meetings and conferences.”

VisitEngland will be working directly with Marketing Leeds, hotels, travel companies and visitor attractions in Leeds and the wider city region to create focused marketing campaigns around specific areas and themes, including Christmas, food, music and culture.

The programme aims to inspire UK holidaymakers to rediscover and take advantage of England’s outstanding visitor attractions and will see £19.8m invested in promoting UK holidays and attractions, creating 9,100 jobs nationally in the process.

The tourism and hospitality industry supports more than 45,000 jobs and contributes almost £1.13bn to Leeds’s economy every year.

The investment is funded through the Government’s Regional Growth Fund (RGF) and contributions from VisitEngland and the private sector. 

The funding granted to Marketing Leeds follows £666,666 secured by Visit York under the same programme last week.

James Berresford, VisitEngland’s Chief Executive said: “The RGF money is a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country, with particular emphasis on some local areas.

“This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”

The Marketing Leeds funding will be seen as a major coup by the body’s chief executive Lurene Joseph, who began her role in the organisation in April.

It is understood Ms Joseph, who joined from the London Development Agency, has embarked on a new strategy for Marketing Leeds.

This includes the appointment of key figures within the organisation, including a new media manager and press officer.

Marketing Leeds, which works to raise the profile of Leeds on the national and international stage, recently underwent a restructure that saw Leeds City Council bring together Marketing Leeds, Financial Leeds, Locate in Leeds, Leeds Visitor Centre and Conference Leeds.