Welcome to Yorkshire, the destination management organisation (DMO) for Yorkshire, has gone into administration after having its funding stopped.
The DMO will no longer receive public funding to promote tourism in the county after the Yorkshire Leaders Board – made up of council leaders and mayors – unanimously agreed that a new marketing approach was needed.
Welcome to Yorkshire has had two CEOs in the last three years and has also seen its flagship Tour de Yorkshire cycling event cancelled for three years in a row due to Covid-19.
The effects of the pandemic meant that taxpayers were being asked to bail out the business to the tune of £2 million per year.
Welcome to Yorkshire chair Peter Box said: “It was with deep regret that the board of Welcome to Yorkshire took the decision to place the organisation into administration. The past three years have been incredibly difficult for board members and staff as we have endeavoured to deal with well-publicised legacy issues.”
“These matters, coupled with the impact of COVID and the task of securing sufficient funding from the public and private sectors to place WtY on a sound financial footing, have made the situation increasingly challenging,” added Box. “It is my sincere hope that the public sector will recognise the value of a new regional destination management organisation to build on the many achievements of WtY.
“This can offer our tourism industry the chance to move forward with a focused approach, deliver on regional priorities, and secure the best outcomes for everyone who visits, lives, works and studies in Yorkshire.”
Stephen Houghton, co-chair of the Yorkshire Leaders Board and leader of Barnsley Council, said: “Every district, borough and county in Yorkshire benefits from tourism. The industry, and the communities that rely on it, deserve our support, in particular as we continue to recover from the effects of a global pandemic over the last two years.
“Welcome to Yorkshire has played a pivotal role over the last decade, enabling us to bring high profile sporting events and investment to the region, and showcasing our talent and diverse offer. But a lot has changed and, following consideration of the views of our public and private sector stakeholders on the current arrangements, we have unanimously agreed that a new approach is needed.”
The BBC has reported that councils across the region have started work on potentially setting up a new venture to promote the county.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
