Welcome to Yorkshire

Welcome to Yorkshire
Name	Welcome to Yorkshire
Type	Destination marketing organisation
Founded	2009
Headquarters	Leeds, West Yorkshire
Region served	Yorkshire and the Humber
Leader title	Chief Executive
Leader name	Sir Gary Verity (former)

Welcome to Yorkshire Welcome to Yorkshire was a regional tourism promotion organisation based in Leeds, West Yorkshire, tasked with marketing the county of Yorkshire and the wider region of Yorkshire and the Humber to domestic and international visitors. It worked with local authorities such as City of Leeds, Sheffield City Council, Bradford Metropolitan District Council, Wakefield Metropolitan District Council and cultural institutions including York Minster, Harewood House and Rievaulx Abbey to promote attractions like the Yorkshire Dales, North York Moors National Park, Hardwick Hall and the Whitby Abbey ruins. The organisation collaborated with transport providers including Network Rail, TransPennine Express, Northern Trains and aviation bodies at Leeds Bradford Airport and Robin Hood Airport Doncaster Sheffield to increase connectivity for visitors.

History

Established from earlier regional tourism boards and successor bodies linked to English Tourist Board initiatives, the organisation grew during the 2010s while engaging with national campaigns involving VisitBritain, VisitEngland and regional development agencies such as the York and North Yorkshire Local Enterprise Partnership. It aided major cultural moments including the arrival of international events like the Tour de France Grand Départ in 2014 and the Tour de Yorkshire legs supported by governance from Department for Culture, Media and Sport policy frameworks. Leadership drew on figures connected to institutions like Harrogate International Festivals and commercial partners such as National Trust sites and private estates like Castle Howard. Over time it expanded partnerships with broadcasters including BBC divisions such as BBC Two and ITV franchises like ITV Yorkshire to increase media exposure for landmarks like Fountains Abbey, Bolton Abbey and Saltaire.

Role and Functions

The organisation functioned as a destination marketing body, coordinating regional branding across municipal bodies such as North Yorkshire County Council, East Riding of Yorkshire Council and Richmondshire District Council while promoting events at venues including Leeds Arena, Bradford Alhambra Theatre and Hull New Theatre. It liaised with cultural institutions such as The Hepworth Wakefield, York Theatre Royal, Royal Armouries Museum and heritage sites like Brimham Rocks to curate itineraries that connected transport hubs such as Leeds railway station and York railway station with visitor experiences in towns like Harrogate, Scarborough, Whitby, Ilkley and Beverley. The body produced marketing materials for attractions like York Castle Museum, Eureka! (museum), The Deep and gardens such as RHS Harlow Carr and Thorp Perrow Arboretum.

Marketing and Campaigns

Marketing campaigns targeted markets via partnerships with broadcasters such as Channel 4 and publications like The Guardian and The Daily Telegraph, while working with digital platforms including Tripadvisor and travel operators such as Thomas Cook Group (historically) and Jet2holidays. High-profile promotional work showcased sites like York Minster, Castle Howard and natural landscapes including Ilkley Moor and Brimham Rocks, and cultural draws such as Briggate shopping in Leeds city centre and festivals including Giant Spectacular events in collaboration with companies like Walk the Plank. International outreach involved engagement with trade fairs such as World Travel Market and bilateral marketing with consulates and tour operators from United States, Germany, France and China.

Events and Partnerships

The organisation supported major events including the Tour de Yorkshire, music festivals like Leeds Festival and Glastonbury-linked promotions for regional performers, heritage celebrations tied to Ebor Festival at York Racecourse and literary ties referencing authors associated with the county such as Anne Brontë, Charlotte Brontë, Emily Brontë and Ted Hughes. Partnerships extended to arts organisations including Yorkshire Sculpture Park, Northern Ballet, Royal Opera House initiatives and orchestras such as the Hallé Orchestra and BBC Philharmonic. It collaborated with sports bodies such as Yorkshire County Cricket Club, Leeds United F.C., Sheffield Wednesday F.C. and rugby clubs like Leeds Rhinos to package sporting tourism alongside heritage and coastal attractions in towns like Bridlington and Filey.

Controversies and Legal Issues

The organisation and senior executives faced scrutiny over procurement, expense claims and governance, with investigations involving local authorities such as Leeds City Council and oversight by auditing bodies including the National Audit Office and regulatory commentary connected to Companies House filings. Legal and media attention referenced inquiries by prosecutors and law firms, and reporting by outlets including The Guardian, The Daily Telegraph and BBC News. Disputes involved contractual relationships with event organisers such as Amaury Sport Organisation (organisers of the Tour de France) and private consultancy arrangements with individuals linked to regional promotion, prompting reviews by funding partners like the York and North Yorkshire Local Enterprise Partnership and scrutiny in meetings of councils including North Yorkshire Council.

Impact on Tourism and Economy

Promotional activity contributed to visitor increases at heritage sites such as Fountains Abbey and Studley Royal, York Minster and Humber Bridge area attractions, supporting hospitality sectors represented by trade groups like the British Hospitality Association and accommodation providers in towns such as Harrogate, Whitby and Scarborough. Collaborations with rail operators (TransPennine Express, LNER) and airports (Leeds Bradford Airport) helped route development for international markets including United States and Germany, while events tied to cycling and festivals generated economic analyses cited by regional bodies like the West Yorkshire Combined Authority and research institutions at University of Leeds and University of York. Visitor economy metrics showed impacts on restaurants, pubs and retail in high streets such as Kirkgate Market in Leeds and Stonegate in York, and informed later tourism strategies adopted by local enterprise partnerships and cultural institutions including English Heritage and Historic England.

Category:Tourism in Yorkshire