A new coordinated approach to boost the visitor economy across York and North Yorkshire has been launched.
A new board, involving councillors and leading tourism figures, met this week for the first time.
The York and North Yorkshire Local Visitor Economy Partnership (LVEP), chaired by York and North Yorkshire Mayor David Skaith, brings together senior leaders from North Yorkshire Council, City of York Council, Visit North Yorkshire, Make It York, VisitEngland and the York and North Yorkshire Combined Authority.
The LVEP is part of a national programme led by VisitEngland to strengthen destination management.
Mayor Skaith said: “From our historic towns and cities to our distinct coastline and National Parks, we have it all in York and North Yorkshire. With more than 40 million visitors a year, tourism adds £6 billion to our regional economy and supports over 54,000 jobs.
“This new partnership brings us together to champion the businesses at the heart of our region’s must-see destinations and drive growth that benefits all our communities.”
Key priorities discussed at the board’s first meeting included the development of a partnership agreement, a strategic framework, and a growth plan. There were also updates on aligning York and North Yorkshire’s tourism sector with initiatives in the wider Yorkshire and Humber region.
Cllr Mark Crane, North Yorkshire Council’s executive member for open to business, said: “We want to attract visitors to stay longer and enjoy all that North Yorkshire has to offer, while making sure tourism is sustainable and works alongside our communities. This first meeting sets the tone for an ambitious and collaborative approach.”
Cllr Pete Kilbane, deputy leader of City of York Council, added: “York’s visitor economy is thriving, but we know that working together across the region will help us go further and faster. The LVEP is a great opportunity to share innovation and tackle challenges collectively.”
The LVEP board will meet in different locations across the region, giving businesses and stakeholders opportunities to speak directly to decision-makers.
Monthly meetings of senior tourism officers are also taking place to keep momentum between sessions.
VisitEngland’s director Andrew Stokes welcomed the development, saying: “VisitEngland is very proud to support the York and North Yorkshire LVEP and its new board as they continue the fantastic strategic partnership work already underway.”
The National Trust’s Yorkshire operations director Justin Scully added: “Tourism is a vital part of our region, and this collaboration will strengthen it. It’s great that opportunities will be created for those working at the coalface of the visitor economy to engage with strategic decision-making.”
The LVEP aims to promote a year-round visitor economy with a strong focus on sustainability, encouraging visitors to stay longer, explore more, and increase overseas tourism.
The next board meeting will take place in early 2026, with further details to be announced nearer the date.
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