The ambitious target for growth of the visitor economy will be addressed through investment in the Yorkshire brand and other regional and sub-regional initiatives. Funding will be aligned with the strategic aims and focus on where the return on investment is greatest, with an emphasis on linking up with both private sector and public sector investment. The visitor economy covers, urban, rural, business and leisure.
Visitor Economy Strategy aim: to increase the value of tourism to the regional economy through quality and sustainable growth based on the assets and opportunities of this region and to use tourism to modernise the regional image of Yorkshire and Humber.
Headline growth target: to grow the value of tourism in Yorkshire and Humber by 5% annually to 2013.
Priorities:
Strategy and planning: clear strategic direction for regional growth, that links nationally and locally, behind which the sector can align and delivery is co-ordinated;
Research and intelligence: to understand our visitors better;
Innovation: developing a forward thinking culture and looking for the region’s tourism offer of the future;
Place: linking the visitor economy with the region’s changing places and getting a better understanding in local authorities about the contribution of the visitor economy to places;
Product: developing the region’s tourism product through quality, ICT use and sustainability with a focus on businesses that have the potential and appetite to grow;
People: improving customer service and capitalising on ‘Yorkshire pride’ in our visitor economy;
Promotion, branding and image: inspiring visits by promoting a positive image of the region in a co-ordinated and contemporary way, making full use of new media.
Click here for links to the sub-regional tourism partnership structures (accessed down the right hand side) of the linked page.