Boom in Yorkshire tourism outstrips rest of UK

A United Kingdom Tourism Survey revealed visitor numbers rocketed by 31 per cent last summer – making it the fastest-growing region in attracting UK visitors during 2009 – and money spent by holidaymakers throughout the year increased 13 per cent.

Tourism agency Welcome to Yorkshire claims if the growth continues, the region could see an increase of 744m being spent by visitors.

Welcome to Yorkshire's chief executive Gary Verity said: "This is an outstanding result. The hard work of the Welcome to Yorkshire team has paid off big time.

"The news shows how well we have been outperforming other UK destinations. London, for example, has had a tough year, it seems people want a great deal and they know that's exactly what they'll receive in Yorkshire.

"This is just the start – we plan to make our region the top destination in the UK."

Welcome to Yorkshire was launched last year with 30m funding over three years from the regional development agency Yorkshire Forward.

It initially set a target of increasing the amount of money visitors spend in the region by five per cent.

The results follow a multi-million pound advertising campaign – thought to be the biggest effort to market the region in the UK and overseas.

It included the branding of the Hull and Humber Clipper yacht, the region's entry in the Clipper Round the World Yacht Race, and a campaign in the Far East.

Mr Verity said: "Our aim is to keep Yorkshire in the hearts and minds of people looking to book half term activities, Easter breaks and their summer holidays.

"The next stage of our marketing campaign goes live this week and lets people know 'there's a great deal going on in Yorkshire'.

"The new television adverts will target people within Yorkshire and those outside the region to drum the message home.

"The campaign also includes national newspaper advertising and outdoor promotions in main London stations."

Tourism is fast-becoming one of the most important economies in Yorkshire with its estimated value having increased from 6.3bn to 6.5bn.

Welcome to Yorkshire estimates a quarter of a million people in the region now work in tourism-related jobs.

Yorkshire Forward chief executive Tom Riordan said: "We know Yorkshire and Humber is a world-class holiday destination and Welcome to Yorkshire has been key to promoting this both within the UK and internationally, with excellent results.

"Their high-profile campaign has had a real impact in bringing more visitors to the region; providing a boost to Yorkshire and Humber's economy and ensuring the tourism industry goes from strength to strength – all in the middle of a recession".

Rosie Winterton, the Minister for Yorkshire and The Humber, said: "These figures are fantastic news. It's very exciting to see that despite the recent recession, tourism in our region is going from strength to strength backed by a 30m investment from Yorkshire Forward.

"I congratulate the team at Welcome to Yorkshire and everyone in the tourism industry who deliver such an attractive and world class offer to our visitors and I am sure our unique Yorkshire Welcome will ensure our tourism industry continues to grow."

Welcome to Yorkshire will be revealing its plans for 2010 at the Y 10 conference being held next month at Harrogate International Centre.

Attractive destination

Yorkshire attracts 107 million visitors each year

The industry is worth 6.5bn annually

More than 250,000 people are employed in tourism

Yorkshire attracts more UK visitors than any other region in the country

Potential increased visitor spend of 744m should growth continue

Last summer visitor numbers increased by 31 per cent

In 2009 visitor spending increased 13 per cent

Welcome to Yorkshire is the official tourism agency and is funded by the regional development agency Yorkshire Forward