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
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