Leading tourism figures have spoken of their hopes for developing the multi-billion pound sector in North Yorkshire with the launch of the first-ever countywide organisation dedicated to promoting the visitor economy.

Visit North Yorkshire has been established to drive forward tourism in the county, which contributes £4bn every year to the local economy and supports 38,000 jobs.

The new destination management and marketing organisation is overseen by North Yorkshire Council and represents the first time that there has been a dedicated tourism body for the whole county.

At its official launch at Castle Howard, about 80 representatives from the tourism industry met members of the Visit North Yorkshire team and were given an insight into a 10-year vision for a more co-ordinated approach to promoting the county’s tourism brand.

Left to right, David Steel, the chief executive of Dawnay Estates which owns North Yorkshire Water Park, SEALIFE Scarborough’s general manager, Andrew Clay, and North Yorkshire Council’s chief executive, Richard Flinton, at Castle Howard for the official launch of Visit North Yorkshire.

placeholder image — Left to right, David Steel, the chief executive of Dawnay Estates which owns North Yorkshire Water Park, SEALIFE Scarborough’s general manager, Andrew Clay, and North Yorkshire Council’s chief executive, Richard Flinton, at Castle Howard for the official launch of Visit North Yorkshire.

North Yorkshire Council’s executive member for open to business, Cllr Mark Crane, whose responsibilities include the visitor economy, said: “This is an exceptionally important moment for the tourism industry in North Yorkshire.

“With the launch of Visit North Yorkshire, we now have the first countywide destination management and marketing organisation which has been made possible following the launch of North Yorkshire Council.

“Visit North Yorkshire will have a key role in developing the sector and providing an even closer working relationship with our tourism businesses to ensure that the industry can reach its full potential in the years to come.”

The launch of Visit North Yorkshire has come only days after the council’s executive approved plans for the destination management plan.

A cyclist looks out across Scarborough’s South Bay. Picture: Charlotte Graham.

Among those who attended today’s official launch was SEALIFE Scarborough’s general manager, Andrew Clay.

He said: “This is an exciting moment for the region’s visitor economy and demonstrates the council’s commitment to supporting the vast array of attractions and hospitality businesses that make North Yorkshire such a magical place to visit.

“Visit North Yorkshire will provide that all-important support and strategic focus to give everyone involved in tourism the chance to deliver the best possible experience for visitors.”

David Steel, chief executive of Dawnay Estates which owns North Yorkshire Water Park, said: “We’re wholeheartedly embracing the launch of Visit North Yorkshire and the benefits that it will bring to the entire region.

Representatives from the tourism sector at Castle Howard for the official launch of Visit North Yorkshire.

“This initiative will not only help promote the stunning natural scenery across North Yorkshire but will also help highlight the wide range of activities available here, from the water sports lake to the newly launched Adventure Wood.

“By working together, we can attract more visitors to experience the thrills of adventure and the beauty of our landscapes, all while supporting local communities.”

Since North Yorkshire Council was formed, there have already been major developments to support the tourism sector.

It was announced in November last year that a joint bid for a Local Visitor Economy Partnership (LVEP) for both York and North Yorkshire had been approved, paving the way for a far more co-ordinated and strategic approach to promoting the tourism sector.

The first countywide tourism guide has also been published this year, and an updated version for 2025 is currently being produced.

And the first destination marketing campaign spanning the whole of North Yorkshire, Find Your Escape, focuses on the county’s gardens and countryside, staged from the spring until October this year.