Our partnership with VisitBritain/VisitEngland is a result of a Section 106 agreement with Anglo American which provides funding to employ a Senior Project Officer for the North York Moors. Our work focuses on increasing awareness and promoting the North York Moors to no-fly European markets - specifically in the Netherlands, Germany and Belgium.
North York Moors Sustainability pilot project
What is it?
In 2025, we began working with 16 businesses who want to better understand their sustainability journey - sharing their ambitions and challenges, and the support available.
The project will run over three years, providing guidance, tools and practical support. The focus is on progress, not perfection. It's about helping businesses move forward, in ways that are realistic for them, rather than expecting them to be 'fully sustainable' by the end of the project.
Who's involved?
To represent different sectors and show that sustainability looks different for everyone, the participating businesses include:
Baytown Holiday Cottages, Castle Howard, Cliff House Holiday Cottages, Danby Lodge National Park Centre, Forge Valley Roasters, Green End Farm Cottages, Gumboots and Wellingtons, Gisborough Hall, Helmsley Walled Garden, Incline View Holidays, Mountain Goat Tours, Ryedale Folk Museum, Sutton Bank National Park Centre, The Homestead Kitchen and Cottage, The Inn on the Moor and Whitby Distillery.
Project aims
To empower businesses to confidently promote what they're doing, without exaggeration and in line with evolving European expectations and legislation around green claims. Processes will involve understanding current sustainability practices, identifying practical improvements and communicating actions clearly and honestly.
Project aspirations include making small, or significant improvements to day-to-day operations and embedding these practices naturally into how they communicate with their customers/visitors. By business sharing their own actions, it's hoped that consumers gain a better understanding in how their decisions have a wider impact. Whether that's through responsible travel choices, reducing waste during their stay or supporting local suppliers.
The project isn't about chasing certificates or labels. Instead, it focuses on being open, practical and honest - helping businesses do more than they did yesterday and giving visitors confidence in the choices they make.
Accessibility pilot project
During 2022-23, we worked with VisitBritain on an accessibility pilot project to act as a test and learn project to inform a wider roll-out, inspiring people with accessibility requirements in the Dutch market to take short breaks in the North York Moors. We supported 16 accommodation providers and attractions to improve information, customer service and facilities for the benefit of both domestic and international visitors with accessibility requirements.
Project activity included an accessibility audit and improvement plan, mystery shop(s) by local disabled people, support to develop information on their website, a peer mentor from a similar business type in another destination and extensive training. Each business developed accessibility guides through AccessAble. We also provided some seed funding, enabling participating businesses to purchase equipment that further improved their accessibility. The resulting marketing campaign led by VisitBritain also won Digital PR Campaign of the Year 2023 at the TravMedia UK Awards.
Project evaluation found that the businesses involved went beyond the initial scope, building on their accessible offer, further amplifying the North York Moors as a fully accessible destination. We continue to expand and embed our Access business collection through our marketing, securing the North York Moors as a top destination for accessible travel.
Read more about the accessible places to stay and accessible experiences across the North York Moors.
International Travel Trade
We're keen to work with tour operators and other intermediaries to help package and contract with tourism businesses in the North York Moors. See our range of resources and support including inspirational itineraries, practical information and images.
