Tourism businesses to benefit from innovative new project in North York Moors
The North York Moors National Park Authority has initiated a new project designed to attract higher spending visitors to the area and raise the profile of the North York Moors, Howardian Hills, and parts of Ryedale and Redcar & Cleveland. This has been made possible thanks to an EU LEADER grant.
The project will focus on helping tourism, creative and food & drink businesses to develop their own products and improve their marketing, using insider knowledge about what makes the area distinctive and worth visiting.
Marketing workshops for tourism businesses on the special qualities of the North York Moors will start in October as the first phase. These events will pull out the heritage gems, local legends, quirky, interesting or just favourite places that visitors to the area could be missing out on, from those who know it best – the residents and tourism businesses - and show how these can be used for more effective marketing.
The next stage will collate this information along with a library of images, films and other promotional resources to produce a toolkit for use by participating tourism, creative, food & drink and retail businesses.
The final phase will be the development of a North York Moors Tourism Network, to make it easier for businesses to work together. Direct support will be available to help them create new products, packages and experiences for visitors to enjoy the area while increasing their income.
The £36,000 EU LEADER grant will be matched by £24,000 of cash and in-kind support from the North York Moors National Park Authority. The project is being supported by Hambleton and Ryedale District Councils, Redcar & Cleveland and Scarborough Borough Councils and the Howardian Hills Area of Outstanding Natural Beauty.
Catriona McLees, head of promotion and tourism for the Authority, said: “We’re really proud of this wonderful area and yet we don’t always tell our visitors about the special places and people. We don’t intend to duplicate anything other organisations are already doing but in this difficult economic climate, we do want to help tourism businesses to be stronger.”
And Susan Briggs, director of The Tourism Network, who has recently been awarded this contract added: “We’re really excited about this project because it builds on an important market development. Visitors increasingly want to know about the hidden gems, to get insider knowledge and enjoy new experiences. Over the next 12 months we’ll be helping businesses create new tourism products and ways to increase visitor spending, to stay ahead of the competition. Visitors increasingly want direct recommendations and insider knowledge – this is exactly what we’ll help to encourage.”
The dates and locations of the workshops will be announced next week on the Moors & More local distinctiveness project website www.NorthYorkMoorsTourism.com.
Notes for Editors
Funding for the North York Moors, Coast & Hills LEADER Programme is being made available through the Rural Development Programme for England, which is jointly funded by Defra and the European Union. Further information on the project can be found at www.moorscoastandhills.org.uk
September 14, 2012
North York Moors National Park
1. In 2012 the North York Moors is celebrating 60 years as a National Park. It was created on 28 November 1952 and became Britain’s sixth National Park. For more information on events celebrating the 60th anniversary go to www.northyorkmoors.org.uk/60thanniversary.
2. The North York Moors National Park is the place where nature and history inspire each other. Its contrasting landscape has a long imprint of human activity: prehistoric remains, vibrant villages and breathtaking abbeys. Ancient trees, towering coastal cliffs and rolling heather moorland provide habitats for a wide range of wildlife and its wide open spaces and breathtaking vistas bring a sense of peace and tranquillity.
To view other press releases about the North York Moors and for further information on the National Park, visit www.northyorkmoors.org.uk
3. The North York Moors is one of 15 National Parks which are home to some of the most spectacular and valued landscapes in Britain. More information on all National Parks can be found at www.nationalparks.gov.uk.
4. Nearly 14% of our staff are apprentices from local families.
Linda Blackburne, Communications Officer, North York Moors National Park Authority
Tel: 01439 772700
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