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Our Measures
The strategy intends to make a real difference to tourism generated revenue and its success will be measured against the following targets:
- Achieve 5% growth per annum of the value of visitor revenue
- Increase the value of domestic staying visitor tourism to £2,493million by 2010
- Increase staying business tourism from 23% to 27% of the overall value of staying visitor revenue
- Increase international tourism from 13% to 20% of the overall value of staying visitor revenue
- Increase visitor satisfaction by 1% per annum to 2010
- Improve upon Yorkshire's current position as 3rd place amongst English regional brands in terms of awareness and consideration to visit by our key target market segments
An Exciting Time Ahead
Yorkshire is a vibrant, thriving region with a wonderful mix of people, places and attractions.
This marketing strategy signals the start of an exciting time for our region. It's a blueprint for Yorkshire's future that, through partnership, will increase the quality of the visitor experience leading to new opportunities, and greater tourism-generated income.
Moreover, it maps the journey by which Yorkshire will become England's number one, regional destination.
Further information
A longer summary document of this strategy, which includes details of the in-depth market research commissioned by the Welcome to Yorkshire, is available for download.
Download the longer summary here (1.88MB)
For further information, please contact Julie Kelly.
Email: jkelly@ytb.org.uk
Tel: 01904 773321
Campaign Evaluation Research - ‘Make Yorkshire Yours’ 2008 Campaign
Download the 2008 campaign report here (620KB)
Campaign Evaluation Research - ‘Make Yorkshire Yours’ 2007 Campaign
Download the 2007 campaign report here (583KB)
Other useful downloads
Download the Strategic Framework for the Visitor Economy (2MB)
You will need Adobe Acrobat Reader to view these documents -
Download it here.