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Enhancing Yorkshire's Tourism Economy: Leveraging Local Distinctiveness

Explore ways to utilize Yorkshire's environment to boost tourism and economic benefits. Learn how local distinctiveness offers opportunities for extended stays, increased spending, and sustainable economic growth. Enhance visitor experiences by highlighting the region's natural, man-made, heritage, and cultural features. Discover strategies for sustainable tourism development and business engagement to maximize the area's potential. Contact Susan Briggs at susan@tourismnetwork.co.uk for more information.

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Enhancing Yorkshire's Tourism Economy: Leveraging Local Distinctiveness

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  1. Pennine YorkshireSense of Place How can we use the environment to develop tourism & increase economic benefits?

  2. They love me…

  3. They love me not…

  4. The Bronte Suite

  5. Souvenirs with meaning?

  6. Why? • Local distinctiveness offers: • reasons to stay longer • reasons to spend more • reasons to return and recommend • ways to spread economic benefits

  7. Sense of place - local distinctiveness • Natural features: landscape, vegetation and indigenous species flora, fauna • Man-made features: architecture, materials, visitor attractions • Heritage, culture and traditions: famous people, cultural mix, events, festivals • Produce & industries:food, drink, crafts, shops, farming, fishing, mining, textiles • All senses – birdsong, beer, blossom

  8. “Beautiful countryside” • General  specific place • ... buy map from x • ....... buy picnic from x • ........... painting holiday • ................ create own souvenirs • .................... tell friends

  9. Why? • Sustainability • Change area perceptions • Match market demand • Improve promotion • Business engagement • Success from elsewhere

  10. From the perspective of businesses • Many businesses not yet engaged • Many confused • Most want to increase business • Need more support & ideas • Want to collaborate

  11. From the perspective of the public • A changing marketplace: • Want insider knowledge • Rely on recommendations (from peers) • Want more participation • Seek distinctive experiences • ... Will market on your behalf • Reject “official”

  12. What was involved? • Consultation • Research • Place information • Spotting opportunities • Product development ideas • Training • Collaboration • Tools: Insiders’ Guide, toolkit, poster, web

  13. Who was involved? • New partners & contacts • Accommodation providers • Attractions • Retailers • Cafes, pubs, restaurants • Food producers • Artists, designers, makers • Associations, organisations, councils • Local media

  14. Some key lessons • Positive response • Good local media reactions • Started from low base • Great business engagement • Filling a gap – business networks • Peace keeping • TICs • Some major opportunities...

  15. Susan Briggs susan@tourismnetwork.co.uk Tel: 07768 365591

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