The value of North Yorkshire’s visitor economy has been revealed in new figures that have shown that the tourism sector is worth in excess of £4 billion every year with an increasing number of people coming to the county.
The data has revealed that 32.2 million people came to North Yorkshire in 2024 including both day and overnight visitors, which is an increase of 3.8 per cent on 2023.
The visitor economy supports more than 38,000 full-time jobs in the county, highlighting the importance that the sector has for North Yorkshire’s economy.
The analysis will now be used to drive forward a 10-year vision for the county’s visitor economy and help target areas of growth.
A destination management plan was launched in October last year and represents the first time that there has been an overarching strategy for the county. It is being developed by Visit North Yorkshire, the destination management and marketing organisation that is overseen by us.
Council leader, Cllr Carl Les, said: “The new figures clearly show just how important the visitor economy is to North Yorkshire.
“We are blessed with some of the most beautiful locations anywhere in the country, from the coast to the North York Moors and the Yorkshire Dales, and so many places from our villages and hamlets to towns and the city of Ripon offer so much to the millions of visitors who come here every year.
“There are areas which can of course be developed, and I am pleased to see that the data backs up the priorities of our destination management plan and our ambition to increase the number of overnight visits. The visitor economy is such an important sector for North Yorkshire, which is why we as a council are investing in its growth.”
The figures have been collected for the second time on a county-wide scale using the STEAM model, which measures the economic impact of visits to an area. This provides an important baseline for the future growth of the sector.
Among the locations in North Yorkshire which have benefited from an increasing number of visitors last year is Castle Howard, the stately home estate near Malton.
A series of events such as a sculpture exhibition featuring works by artist Sir Tony Cragg has been attributed to a 10 per cent increase in visitors compared to the previous year over the summer of 2024. Plans are already under way for the estate’s annual festive event which will be themed this year around the Wizard of Oz during the Christmas period.
Castle Howard’s visitor attraction director, Abbi Ollive, said: “Castle Howard had a record-breaking year in 2024, with visitor numbers exceeding pre-pandemic levels for the first time.
“We are delighted to have seen this growth last year and to be working on programmes of events that bring people to this destination and that contribute to the local economy.”
Visit North Yorkshire launched a new website in April which is aimed at helping visitors to explore the county, with a particular focus on encouraging longer stays with dedicated itineraries.
A new marketing campaign has also been launched to highlight the wealth of what is on offer in North Yorkshire with local communities being urged to explore more of the county.
The marketing drive is aimed at both enticing a more diverse range of visitors from areas of the country including London and the south-east of England while also highlighting what North Yorkshire has to offer to people living in the county.
The campaign, called There’s More to North Yorkshire, is the largest and most high-profile initiative to be staged by Visit North Yorkshire.
The new campaign is challenging the public’s perceptions about the traditional view of North Yorkshire as a destination that is simply about stunning countryside and activities centred on the county’s vast rural areas.
Marketing activity is highlighting the exhilarating water activities on the coast as well as wellness experiences in surprising places, such as meditation at the UNESCO World Heritage Site of Fountains Abbey and Studley Royal Water Garden and yoga at How Stean Gorge.
The campaign highlights the intriguing history and heritage at North Yorkshire’s abbeys, castles and railways alongside the county’s nights out and live music and the varied food and drink sector.
Head of tourism, Tony Watson, said: “A great deal of work has already been done by the team to reach the targets set out in the destination management plan. We are committed to driving forward the visitor economy, as it is so important to North Yorkshire.
“The launch of the new website was a major milestone as it provides key information in one place for visitors and helps us to achieve our ambitions of encouraging people to stay longer and contribute more to the economy.
“We recognise the importance of working together in partnership with our tourism businesses to ensure we can showcase North Yorkshire as a first-choice destination, and we will continue to build strong links across the sector in the county.”
More marketing campaigns and initiatives are planned throughout this year to encourage short breaks and visits at traditionally quieter times of the year for the visitor economy.
Restaurant weeks are planned in Harrogate and Selby in October to offer discounts on meals while the first ever Whitby Literature Festival will be staged in November.