National Park aims to draw in global tourists

Creating a niche market for Dales

A NATIONAL Park which saw an upsurge in overseas visitors during the Tour de France is launching a drive to extend its tourist season by attracting more people from abroad.

Tourism businesses in the Yorkshire Dales have welcomed the initiative, saying the lack of visitors in the off-season was a concern. VisitEngland is funding nine National Park Authorities to develop new and easily bookable “immersive visitor experiences” to attract foreign tourists.

The Yorkshire Dales National Park Authority, which saw visitor numbers rise to 3.77m in 2016, said research had identified Australians, aged 35 to 55, and ‘mature experience seekers’ as key to the success of the recently launched National Parks Experience Collection.

ALFRED WAINWRIGHT once said of the Yorkshire Dales: “There’s no such thing as bad weather, only unsuitable clothing.” He was right – it takes more than the vagaries of the British climate to deter people from visiting an iconic National Park where all four seasons can be experienced in a day.

Yet, while the Dales needs little introduction to domestic visitors, or cycling enthusiasts inspired by the successful staging of the Tour de France’s Grand Départ in 2014, it’s important to continue promoting this acclaimed area to an international audience if the local economy, so dependent on tourism, is to survive and thrive.

Areas around the world are developing their own niche – and it makes abundant sense to promote the Dales in countries like Australia to middle-aged people who do enjoy the great outdoors. After all, there’s more to Britain than London. And, like the rest of the UK countryside, the Dales is open to all 365 days a year – and in all weathers.