Continuing the Journey – Listening, Connecting and Looking Ahead
Another month in, and the pace has not slowed. It’s been fantastic to meet even more of the people and partners who make tourism in North Yorkshire such a vital part of our economy and identity.
This past month has had a particular focus on the rural economy, visitor spend often supports the very fabric of local life. From small producers and farm attractions to accommodation providers and community-led events, tourism here is not a bolt-on; it’s essential.
It’s also been a busy few weeks for exploring the events that drive our visitor economy. I’ve had the chance to meet with many of the partners who deliver such a rich and diverse programme across the county. From major in-house venues like the Harrogate Convention Centre, Scarborough Spa, and Scarborough Open Air Theatre, to events backed by the council and Visit North Yorkshire — including the forthcoming Long Course Weekend and local restaurant weeks — it’s clear that events are one of our greatest assets.
We’re also fortunate to have powerful partner-led programmes, such as those from Harrogate International Festivals, and of course, our vibrant network of BIDs who do so much to animate their towns. My team is now actively developing a wider events strategy to help bring greater consistency, coordination and growth in this space. More on that very soon.
A highlight this month has been reconnecting with both of our National Parks, underpinning Visit North Yorkshire’s belief in collaboration to support their statutory purposes. I’m excited to work closely with both the National Parks and our other protected landscapes to ensure we deliver tourism that respects and enhances these precious places.
Looking ahead, a key focus is strengthening our shared strategic direction. Our Destination Management Plan, adopted in autumn 2024, gives us the framework. Now, I’m working with the team to build a new programme of advisory meetings — bringing together voices from right across the sector to help shape our work. Whether you’re a seasonal café or a major attraction, a rural accommodation provider or an urban experience, Visit North Yorkshire wants to listen, reflect and respond to the needs of our industry. I’ll be sharing more about these sessions in the weeks ahead.
Finally, I’m really pleased to say that Visit North Yorkshire is part of the very first North Yorkshire Business Week, taking place from 16 – 20 June. It’s a brilliant opportunity to connect, collaborate and hear more about the work going on across our business community — and I hope to see many of you there. You can read more and sign up here.
Thanks again to everyone who’s shared their time, ideas and energy this past month. It’s a privilege to work alongside you — and there’s so much more still to come.
