The entire experience that a visitor to Yorkshire and Humber receives must be world-class. The intention is to exceed visitor expectations at all stages including:

• Availability of information



• Ease of booking



• Choice and quality of accommodation



• Range of facilities and attractions



• Excellent transport links

A bold, outward looking and innovative approach is required to improve the quality of the tourism offer. Sustainability must be a primary consideration i.e. making the most of the region’s inherent qualities and assets in a way that conserves and enhances them for future generations.

We will seek to:

• Improve quality of place, recognising that overall visitor satisfaction is reliant on satisfaction with the destination's general environment as well as the more tangible tourism elements, such as accommodation and attractions



• Increase the quality of the tourism offer, through improving and upgrading existing visitor accommodation and attractions



• Accomplish selective yet innovative new product development across the tourism and cultural offer, which will create fresh appeal and a renewed interest in the region. For example, developing the region as a host of major sporting, business and cultural events and festivals



• Improve quality of service within and beyond the tourism industry to ensure visitors encounter exceptional service wherever and whenever they interact with the Yorkshire brand