One month in – Reflections from across North Yorkshire
It’s been a full and encouraging first month as Head of Visit North Yorkshire — and I’m more certain than ever that this is a place where tourism truly matters.
The breadth and depth of what we offer is extraordinary. From our traditional seaside resorts with their timeless charm to the fresh energy of new, modern coastal experiences, from the soaring landscapes of our National Parks to historic abbeys, castles, stately homes and gardens, there is an experience here for every visitor. Whether it is walking the Yorkshire Dales, cycling the North York Moors, exploring legends from Dracula’s Whitby to James Herriot’s Yorkshire, meeting penguins at our coastal attractions, or paddleboarding across our lakes and rivers, North Yorkshire offers something truly special at every turn.
Tourism is not just part of the economy here. It helps define who we are, how we are seen, and how many of our communities stay vibrant and alive. The visitor economy is deeply woven into the story of North Yorkshire — shaping livelihoods, supporting services, and anchoring our sense of place.
The first month has seen over 100 meetings with those who do so much for our tourism economy — from landowners to accommodation providers, attraction operators to those delivering innovative food and drink experiences, event organisers, cultural leaders, adventure providers and more. The sector’s richness is powered by passionate, hardworking people right across the county.
Tourism is also a vital driver of our rural economy, where traditional industries are increasingly supported by visitor spend. Innovating in these areas is essential — helping communities adapt, diversify and thrive while protecting what makes them special.
In these first few weeks, I have been out across the county — from the coast to the dales, our towns, cities, historic sites and protected landscapes — meeting people who care deeply about their places and want to see them flourish. The pride, passion and potential I have encountered everywhere has been uplifting.
Our protected landscapes and iconic destinations remain at the heart of what makes North Yorkshire so attractive — offering both world-class experiences and a chance to lead the way on sustainable tourism and nature-based recovery. I have to say, as someone who is trying to be on a diet, the sheer range of amazing fish and chip shops is proving to be a real challenge, but what a delicious reminder of the quality and variety of our local offer!
Tourism is not a luxury. It is a necessity for the health, sustainability, and the future of many of our communities. That is why delivering our Destination Management Plan is already making a difference — helping to tackle seasonality, spread benefit more widely, strengthen collaboration and use better insight to support decision-making. We have got exciting new marketing campaigns on the way too — focused on extending the season, celebrating our varied visitor offer, and telling authentic, place-based stories that resonate with new and returning audiences.
Strong partnerships are essential to all of this. That is why working closely within the LVEP, our BIDs, tourism associations, local destination groups and cultural partners is a top priority. Together, we can unlock investment, raise our collective voice and deliver long-term impact.
Our new Visit North Yorkshire website is a great early step forward. It’s a platform to amplify all that we offer, and a practical tool to support businesses and encourage deeper exploration of the county.
I know I have not met everyone yet, and I want to thank you for your patience. To those I have yet to visit or speak with, I am very much looking forward to connecting in the weeks ahead. My team at Visit North Yorkshire and I are proud to be championing this work. You will find partnership and marketing opportunities and helpful insights now available on this website — do take a look and get involved.
Thanks again to everyone who has made this first month so inspiring. I am excited for what is ahead. There is so much to build on — and we will go further, together.
