Tourism businesses in the multi-billion pound sector in York and North Yorkshire have been praised for the diversity of the visitor economy by one of the industry’s leading figures nationally.
North Yorkshire attracts more than 40 million visitors every year and tourism adds £6 billion to the regional economy and supports more over 54,000 jobs.
The chair of VisitEngland’s advisory board, Lady Victoria Borwick, has witnessed the huge range of the tourism sector during a four-day trip to Yorkshire.
Lady Victoria’s visit from Monday to Thursday, March 19, has coincided with VisitEngland’s English Tourism Week, which this year has a theme of “local stories, national growth” to highlight the importance of the visitor economy at a grassroots level.
Lady Victoria said:
The York and North Yorkshire area has such a diverse offer, from city to coast to countryside. What has been most impressive during my visit is the local characters that I have met along the way, they are the reason that this area is known for being so friendly, warm and welcoming.
With the theme of ‘local stories, national growth’ for this year’s English Tourism Week, I have enjoyed hearing the tales from the people that so passionately promote the area and work within its attractions and accommodation to ensure every visitor has a memorable experience. Without these people, England wouldn’t be the wonderful destination that it is.
Lady Borwick’s role with VisitEngland is instrumental in promoting tourism across the country and follows a career which has seen her gain 20 years of commercial experience in the events and conference sector.
Her visit included a tour of York Minster as well as a river cruise in the city when she met representatives from the tourism sector. She then continued to North Yorkshire for a stop-off at Castle Howard to learn more about the estate’s starring role in television and film, including period dramas Brideshead Revisited, Bridgerton and Victoria.
The itinerary also included a stop at Rievaulx Abbey, a visit to the North York Moors National Park Authority’s centre at Sutton Bank and a tour of the World of James Herriot Museum in Thirsk.
Lady Victoria’s visit culminated with an industry event hosted by Visit North Yorkshire, North Yorkshire Council’s destination marketing and management service, called “tourism on track” at the Embsay and Bolton Abbey Railway. She was joined by about 120 tourism representatives for the event, which included a presentation from the council’s head of economy and tourism, Tony Watson, on Visit North Yorkshire ahead of the main tourism season.
Lady Victoria also gave an update on the tourism sector nationally, and representatives from attractions were able to share marketing material with hotels, bed and breakfasts, and self-catering providers. Tourism representatives were also able to network after the event while taking a trip on a steam train along the rail route.
David Skaith, the Mayor of York and North Yorkshire, is the chair of the York and North Yorkshire Local Visitor Economy Partnership (LVEP). The LVEP was accredited in October 2024 to pave the way for a more co-ordinated and strategic approach to promoting the tourism sector.
David Skaith, the Mayor of York and North Yorkshire said:
From our historic city streets to our dramatic coastline and vast National Parks, it’s the variety and diversity of our towns, cities and villages, and the warmth of our trademark Yorkshire welcome that attracts so many visitors every year. By working together as a region through our LVEP, we’re championing our strengths on the global stage, taking tourism and hospitality businesses to the next level.
That’s why the input of leading national figures like Lady Victoria is so valuable, to make sure we’re providing the right support to back ambition for the visitor economy that is so vital to York and North Yorkshire and underpins us as a thriving place to live, work and visit.
The LVEP’s board brings together senior leaders from North Yorkshire Council, City of York Council, Visit North Yorkshire, Make It York, VisitEngland, and the York and North Yorkshire Combined Authority.
North Yorkshire Council’s executive member for open to business, Cllr Mark Crane, whose responsibilities include the visitor economy, said:
We are extremely privileged to have such a vast array on offer in North Yorkshire which attracts millions of visitors from across the world every year.
Lady Victoria’s visit has been an important opportunity to show her some of the highlights of the county’s visitor economy. The hard work and dedication of our businesses and their staff is invaluable, and it was good to hear her thoughts on all the efforts locally to help to promote the sector.
