North Yorkshire Forms New Advisory Group to Shape Tourism’s Future

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North Yorkshire, a county known for its beautiful landscapes and historic sites, is embarking on an exciting new chapter in tourism. Last week, a fresh tourism advisory group was launched to help steer the region’s visitor economy. This group met for the first time at Newby Hall, near Ripon, with the aim to create a robust and long-term vision for the tourism sector over the next 10 years.

The formation of this group reflects the region’s deep commitment to sustainable tourism and economic growth. Tourism in North Yorkshire is already a major contributor to the local economy, valued at over £4 billion, and it supports more than 38,000 full-time jobs. In 2024 alone, the region welcomed 32.2 million visitors, a 3.8% increase compared to 2023. These numbers speak volumes about the growing importance of tourism to local businesses and communities.

Why This Advisory Group Matters

The advisory group has been designed to bring together leaders from across the tourism sector to ensure long-term growth and sustainability. It includes a diverse range of representatives, from accommodation providers and arts & cultural venues to major national organisations such as English Heritage and The National Trust. The two national parks—Yorkshire Dales National Park and North York Moors National Park—are also key players, helping to ensure that the natural beauty of the region is maintained while growing its tourism potential.

This group’s aim is not just to attract more visitors, but to ensure that tourism in North Yorkshire is managed in a way that benefits local communities. By prioritising sustainability, the group plans to address the impact of tourism on the environment and the residents who call this area home. Accessibility is also a key focus, with Disability Action Yorkshire ensuring that all visitors, regardless of their physical abilities, can enjoy the region.

The Key Players Driving Change

The advisory group’s chair, Justin Scully, is the Operations Director for the National Trust in Yorkshire. He expresses excitement about leading this group, acknowledging that tourism is essential to North Yorkshire’s economy, especially in its rural areas. Under his leadership, the group will help shape future policies aimed at maintaining, growing, and supporting businesses in the tourism sector.

Alongside him, Caroline Routh, joint Chief Executive of Stephen Joseph Theatre in Scarborough, represents the cultural sector. She highlights the importance of culture in attracting visitors, noting that great cultural venues and events play a vital role in bringing life to destinations while enhancing the local community’s quality of life.

Projects Already Underway

The advisory group isn’t wasting any time. Several projects are already in motion, designed to improve the visitor experience and support the tourism workforce. Key initiatives include:

• Recruitment and skills development: Ensuring the local workforce is trained and prepared for the tourism boom.
• Improved signage and interpretation boards: Making it easier for visitors to explore the region’s attractions.
• Event support: Boosting local events, which are vital for drawing visitors to North Yorkshire.

These projects demonstrate the group’s focus on creating an inclusive, thriving tourism sector that benefits both the economy and the people of North Yorkshire.

Local Leaders Speak Out

Mark Crane, Councillor and Executive Member for “Open to Business” in North Yorkshire, praises the diverse representation within the group. He believes this diversity signals a bright future for North Yorkshire’s visitor economy, reinforcing its position at the forefront of tourism in the UK.

Justin Scully (Chair of the advisory group) expressed his delight at the opportunity to lead the initiative. He stressed that tourism is a vital part of North Yorkshire’s economy, particularly for rural communities, and that the advisory group can play a pivotal role in shaping the future of the sector.

Caroline Routh, representing the cultural sector, echoes this sentiment, stating that culture is one of the most compelling factors that draw people to North Yorkshire. Cultural venues and events help to not only attract visitors but also create a vibrant atmosphere that enhances the region’s charm and livability.

Why This Advisory Group is Important for You

For businesses and residents in North Yorkshire, this advisory group marks a significant step toward a more sustainable and prosperous future. By focusing on long-term strategies for tourism growth, the group will help to ensure that the sector continues to thrive without negatively impacting local communities. Training, skills development, and better support for businesses will make it easier for local companies to meet the needs of visitors while boosting the region’s economic output.

For residents, there’s an exciting promise of better signage, improved events, and a more inclusive approach to tourism. The goal is to make sure that local people feel the benefits of tourism, not just businesses.

A Vision for the Next Decade

This advisory group’s 10-year plan offers a powerful opportunity for North Yorkshire to lead in sustainable tourism. By balancing economic growth with environmental responsibility and community benefits, the region can become a model for other destinations around the UK. For tourism investors, this is a clear signal that North Yorkshire is committed to long-term success.

With the new advisory group in place, it is clear that the future of tourism in North Yorkshire is full of potential. The strategic focus on sustainability, accessibility, and community impact will set the region on a path to becoming an even more attractive destination for visitors from across the globe.

Looking Ahead

In conclusion, North Yorkshire’s tourism advisory group is more than just a new initiative—it is a commitment to long-term prosperity for the region’s tourism sector. By uniting stakeholders from all corners of the tourism industry, this group is setting the stage for a thriving and sustainable future. As the plan develops, residents and businesses alike will benefit from a more focused approach to tourism that prioritises both growth and community well-being.