North Yorkshire’s visitor economy has surged past £4 billion a year, new figures have revealed, as more people choose the county as a destination for both day trips and longer stays.
Data for 2024 shows that 32.2 million people visited North Yorkshire, a 3.8% rise from the previous year. The tourism sector now supports over 38,000 full-time jobs, underlining its vital role in the county’s economy.
The figures, collected using the STEAM model, which measures tourism’s economic impact, will help shape a 10-year vision to support growth in the sector. They also support the priorities of North Yorkshire’s first county-wide destination management plan, launched last October by Visit North Yorkshire, the organisation led by North Yorkshire Council.
Council leader Cllr Carl Les said the data shows how crucial tourism is for the region. “We are blessed with some of the most beautiful locations in the country,” he said. “Our ambition is to grow the number of overnight stays and this data backs up our focus. That’s why we’re investing in the sector.”
One attraction seeing strong growth is Castle Howard near Malton, which enjoyed a record-breaking year. Visitor numbers rose by 10% in summer 2024, helped by events such as a sculpture exhibition featuring work by Sir Tony Cragg. Plans are already in place for this year’s festive event, which will be themed around The Wizard of Oz.
“Visitor numbers have now exceeded pre-pandemic levels,” said Castle Howard’s visitor attraction director Abbi Ollive. “We’re proud to be contributing to the local economy through our events.”
In April, Visit North Yorkshire launched a new website, www.visitnorthyorkshire.com, to help visitors plan their trips. The site includes curated itineraries aimed at encouraging longer stays.
A major new marketing campaign, There’s More to North Yorkshire, is also underway. It challenges the idea that the county is just about countryside and rural retreats. The campaign promotes coastal water sports, wellness activities like meditation at Fountains Abbey and yoga at How Stean Gorge, as well as heritage attractions, live music, and local food and drink.
Tony Watson, head of tourism at North Yorkshire Council, said the strategy is already making progress. “The new website is a key milestone and we’re working closely with local tourism businesses to keep building momentum,” he said.
Further campaigns are planned to encourage visits during quieter times of the year. October will see restaurant weeks in Harrogate and Selby, and the first-ever Whitby Literature Festival will take place in November.
