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Our Goal & the Challenge
Our Goal
An increase in the value of tourism earnings in Yorkshire & Humber by 5% per annum from £4.2 billion in 2003 to £5.9 billion by 2010.
The Challenge
Our goal is challenging, and the tourism market increasingly competitive. In order to succeed a step change is required in how we, as a region, manage and promote our tourism offer.
We must:
- Prioritise and focus marketing expenditure in order to deliver the best return on our investment
- Create a world class experience for our visitors, consistently exceeding all expectations
- Build on the region's strengths to develop a compelling brand position
- Implement customer focused campaigns to communicate our brand values and secure visits