How East Riding can become a tourist hotspot – Yorkshire Post Letters

How to promote Beverley and East Riding to tourists?

READING Susan Brigg’s excellent article ‘Showcase beauty to keep visitor’ (The Yorkshire Post, 1 January) made me think of my own tourist experiences in the East Riding.

We have welcomed thousands of visitors to our farm and in doing so we have learned a lot. Last year was badly disrupted by the Covid lockdown, but contrary to Susan’s expectations, it was one of the most profitable years of all.

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Adding municipal payments and good insurance, we did very well while doing very little.

How should York and the rest of the county be promoted in the future?

Susan talks about collaborations with local food businesses, but we found they didn’t trust us to bring them customers. Our visitors should take what they can find in the constantly changing food offer.

In fact, “Fantastic Food” is just a slogan and not a reliable or professional service that actually exists. We are often asked to recommend a good pub or restaurant, but sometimes our customers have a bad experience and it always comes back to us. We are very careful who we recommend.

Food boxes, food suppliers, brewers and beverage manufacturers are not part of our tourist offer. They are part of their offer, but not ours. The same can be said for food, music, folk festivals and races etc. These individual events are not often a reason to spend a week in Yorkshire. They don’t bring us guests; we bring them clients.

Our clients often come for extended families to reunite, the destination being the property itself, where its size, location and quality are crucial. The right property set in the beauty of the East Riding is all it needs.

The departure of James Mason as chief executive of Welcome to Yorkshire has left the tourism body in further turmoil.

From: Tricia Harris, Sheriff Hutton.

WELCOME to Yorkshire is a mortally damaged organization and brand and therefore no longer fit for purpose. To paraphrase Lady Bracknell: losing a managing director under a cloud can be considered a misfortune, losing two looks like sheer negligence.

Personally, I’m puzzled as to how a private company could take (much) public money without having to produce publicly available accounts.

As Michael Clarke so aptly puts it in his letter (The Yorkshire Post, January 13), Yorkshire is not just about cycling.

The beautiful cities of York and Leeds, tourist destinations of Saltaire, Piece Hall in Halifax, the moors, the Dales, the coastline, walking paths, gardens, historic homes, castles, concert halls, theatres, operas… I could go on and on, but I won’t.

Does Yorkshire need a destination management organization? Yes. Does he need Welcome to Yorkshire? No. Any new organization must be publicly accountable and must value its members. They are its raison d’etre.

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