County tourism industry is ‘ready to return’

JAMES MASON says one of his key ambitions is to make the organisation less about promoting Welcome to Yorkshire itself and more providing a voice for the region and a conduit for the region’s hospitality businesses to tell their stories – particularly as

in the same boat as any other business – we can only survive for so long without being able to do what we do normally.”

The pandemic resulted in the cancellation of the 2020 Tour de Yorkshire, while the 2021 race has also been called off. In its place, the agency has launched Walkshire in a bid to promote Yorkshire as “walking capital of the world” in a campaign that has won national coverage.

“Thanks to the staff, we have kept ourselves relevant and kept things hopefully open back up later in the summer as Covid restrictions ease.

“IF WE can get through this, we will be in a great position to benefit from domestic tourism and when international trade comes back.”

CALDERDALE RELIES heavily on tourism and was enjoying

the word Yorkshire on people’s lips,” Mason reflects. “It has taken a lot out of me and a lot of it has been done from my back bedroom with two kids at home and my wife also working. The challenge when I started was enormous on Day One, became gargantuan on Day 90 thanks to Covid and has been uphill ever since.”

“What has been incredibly difficult is seeing the stress and strain on many good people in the business living under a boom before the Covid pandemic struck, with record visitors numbers attracted by the likes of the 18th century Piece Hall in Halifax and Shibden Hall, where TV drama Gentleman Jack was set and filmed. Calderdale has also featured in stages of the Tour de Yorkshire bike race.

a cloud and also many people in the industry worried about whether they can continue trading. But what I have been blown over by is the support of the staff and seeing staff showing a sense of pride and excitement again in being part of Welcome to Yorkshire.

“I’m just immensely proud we have got through a year that a lot of people didn’t think we would.

“I firmly believe there is a real future for Welcome to Yorkshire.”