In response to Covid-19 and following industry consultation across the county, Welcome to Yorkshire has released details of a collaborative recovery plan to ‘Reopen, Recover and Rebuild’ Yorkshire’s £9bn tourism economy.
Welcome to Yorkshire has worked closely with the county’s local authorities, national parks, LEPs, businesses and tourism representatives on the recovery plan.
It aims to preserve Yorkshire’s attractions, locations and businesses whilst keeping interest high in Yorkshire as a visitor destination.
The recovery plan will include a revised business membership with an entry level service offering free support and resources for anyone to sign up to, the launch of a Yorkshire Gift Card to encourage spend within the county and a focused regional support service for North, South, East and West Yorkshire.
It will also include a nationwide marketing campaign to Welcome visitors Back to Yorkshire, a personal membership model to tap in to the millions of Yorkshire connections worldwide and a recovery task group which will ensure delivery of the recovery plan.
James Mason, chief executive, Welcome to Yorkshire, said: “The team have worked really hard to keep Yorkshire at the forefront of everyone’s minds. We were challenged to make a case for the region’s tourism offer and it was one we took on gladly. We are all very passionate about our county that has suffered the effects of flooding in recent years and now this life-changing virus.
“Our recovery document has been created with short-term, midterm and long-term objectives to reflect the ever-changing times we are experiencing. It must be understood that we will continue to take an organic approach to the situation and have held regular webinars offering up to date practical advice. We are working together with public and private sector strategic partners to ensure that the best possible guidance and support is available to the industry.”
Mason continued: “We are very much looking forward to gradually welcoming visitors back to Yorkshire when the time is right. This has to start with people on our doorsteps, then nationally and eventually internationally. We must bang the big drum to make sure people stop and think we have to visit Yorkshire. We must also strive to support communities within the county to make sure their offer is attractive to new audiences with continual product development to encourage repeat visitors.”
Peter Box, chair, Welcome to Yorkshire, added: “I am confident that our recovery plan will be a hugely important step forward in rebuilding a successful visitor experience, attracting tourists back to the county and playing its part in helping Yorkshire’s economy recover.”
To read the full report and summary, click here.
