WELCOME to Yorkshire has released details of a collaborative recovery plan to ‘Reopen, Recover and Rebuild’ Yorkshire’s £9bn tourism economy.
It says it will run a national marketing campaign to draw visitors back to Yorkshire and launch a Yorkshire Gift Card to encourage spending within the county.
It will follow a phased approach in line with Government guidelines, supporting sectors as they re-open.
The Yorkshire tourism sector employs almost 225,000 people with many more in supply chain businesses. Financial losses as a result of COVID-19 are expected to be well into the billions of pounds and Welcome to Yorkshire has written to central government on behalf of many small businesses such as B&B owners and hospitality providers.
Chief Executive James Mason said: “Our recovery document has been created with short-term, midterm and long-term objectives to reflect the ever-changing times we are experiencing.
“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.”
The main aim of the campaign will be to give visitors and service providers trust and confidence that Yorkshire is re-opening and getting ready to welcome visitors.
Among the measures it is introducing are:
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.
A focused regional support service for North, South, East and West Yorkshire.
A nationwide marketing campaign to Welcome visitors Back to Yorkshire.
The launch of a personal membership model to tap in to the millions of Yorkshire connections worldwide.
A recovery task group will be formed to ensure delivery of the recovery plan.
Mr Mason added: “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. 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.
“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.”
Welcome to Yorkshire Chair Peter Box 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.”
