A New Advisory Group Shaping North Yorkshire's £4 Billion Tourism Economy

North Yorkshire is one of the most visited places in the UK, and the numbers prove it. In 2024, the county welcomed 32.2 million visitors, an increase of 3.8 percent from the previous year. All those trips, meals, hotel stays and days out created a visitor economy worth an incredible £4 billion.

With tourism supporting more than 38,000 full time jobs, it is one of North Yorkshire’s most important industries. To protect that success and help it grow, a brand new advisory group has been formed. Launched on 29 November, this expert panel will help shape the future of tourism across the region and guide how the county develops as a destination.

Why tourism matters so much

The term visitor economy might sound technical, but the idea behind it is simple. When people go somewhere on holiday or for a day trip, they spend money. Every coffee, overnight stay, ticket and taxi ride all flow back into the local economy. Across North Yorkshire, that spending supports thousands of businesses and tens of thousands of jobs. This is why the county is investing time and expertise into strengthening its tourism offer.

Councillor Mark Crane, the executive member for the visitor economy, summed up the importance of the new advisory group. He said the group reflects the strength of tourism across the county and will help make sure that North Yorkshire stays ahead of other leading destinations. He also highlighted the importance of sustainable growth, ensuring tourism benefits local communities and businesses without damaging the character of the places people come to enjoy.

Who is on the advisory group?

This is not just a small committee. It is a wide ranging team made up of leaders from every corner of the tourism industry. Their first meeting took place at Newby Hall near Ripon, and the mix of organisations around the table shows how seriously North Yorkshire is taking this work.

The group includes representatives from

• The National Trust
• English Heritage
• The Yorkshire Dales National Park
• The North York Moors National Park
• Major attractions, hotels and places to stay
• Arts and cultural organisations
• Local business groups and Business Improvement Districts
• Charities including Disability Action Yorkshire

At the head of the table is Justin Scully, the National Trust’s operations director for Yorkshire. He is chairing the group and says tourism is vital for rural communities and the wider regional economy. He believes the group will help shape future policy that supports businesses to grow and develop.

A long term plan for the future

The advisory group has been created at a crucial time. North Yorkshire already has a destination management plan, launched in October last year, which sets out a ten year vision for how the county will grow its visitor economy. It is the first unified strategy for the whole region. The new advisory group will help deliver that plan and make sure it works for every part of the tourism industry, from small B&Bs to national parks.

Visit North Yorkshire, the official destination management organisation for the county, will work closely with the group. Their shared aim is to create a sustainable, successful tourism model that benefits both residents and visitors.

Culture, festivals and the power of storytelling

Tourism is not only about beautiful countryside. Culture plays a huge part in why people choose a destination. From theatres and museums to festivals and events, the cultural sector adds personality and vibrancy to Yorkshire. This is why having voices from arts organisations on the advisory group is so important.

Caroline Routh from the Stephen Joseph Theatre in Scarborough said she is delighted to be part of the group. She explained that cultural venues bring destinations to life and also make them better places to live. For many visitors, theatre, galleries and festivals are key reasons to choose a holiday location.

The Yorkshire Dales National Park Authority is another strong cultural voice on the panel. Their work includes organising food and drink festivals, activity based events and unique seasonal celebrations. Lizzie Bushby from the authority gave examples such as the annual cheese festival and the Dark Skies festival held in February. These events help extend the visitor season and encourage people to explore different parts of the national park.

Turning strategy into real results

Since its creation, Visit North Yorkshire has already made significant progress. It has launched a unified county wide brand and a website featuring more than 1,250 businesses. That site is on course to reach over 1.5 million views in its first year. The organisation has also worked on improving job opportunities, supporting recruitment and making towns more accessible by improving signage and visitor information.

For local businesses, these projects make a real difference. John Marshall, operations director at Wenningdale Escapes in High Bentham, said working with Visit North Yorkshire has helped give their destination national visibility. Their business spans glamping, cottages, golf, hospitality and caravanning, and he said the Find Your Escape campaign attracted attention they could never have achieved alone.

He also highlighted how important it is for different towns and rural areas to promote themselves together as part of a unified Yorkshire offer.

A positive future for North Yorkshire tourism

The creation of the advisory group is a big step forward for one of the county’s most valuable industries. With experts from across heritage, culture, hospitality, conservation and business all working together, North Yorkshire now has a strong guiding force behind its ten year vision. The goal is clear. Strengthen the economy, support jobs, protect the environment and deliver outstanding experiences for visitors.

With record visitor numbers and a sector worth billions, the new advisory group has a huge opportunity to shape the future in a way that benefits everyone. The early signs are promising and the next decade looks set to be an exciting one for tourism in North Yorkshire.