Herriot appeal ‘can energise economy’
Council is urged to make most of famous brand
TOURISM: The global appeal of James Herriot as well as the high profile of vets in Yorkshire in the 21st century should be capitalised on to help underpin the region’s economy, tourism leaders say.
THE GLOBAL appeal of James Herriot as well as the high profile of vets in Yorkshire in the 21st century should be capitalised on to help underpin the region’s economy, tourism leaders say.
Hambleton District Council has been urged to ensure that it is making the most of the Herriot brand which is still key for traders and the community, attracting coach-loads of visitors from across the world and sustaining businesses 48 years after being created by Thirsk vet Alf Wight.
The World of James Herriot tourist attraction had seen a 20 per cent surge in visitors this year, members examining the vitality of the district’s market towns were told.
The growth in visitor numbers has also been helped by the popularity of the Channel 5 television show, The Yorkshire Vet, which features the work of veterinarians Peter Wright and Julian Norton at their two practices in North Yorkshire.
Giving evidence to the Hambleton authority’s scrutiny committee, Welcome to Yorkshire’s director, David Shields, also highlighted the importance of major sporting events such as the Tour de Yorkshire cycle race in ensuring that market towns can thrive.
He claimed that international cycling races, such as the upcoming UCI World Championships which will be staged in Yorkshire next year, were bringing large numbers of people to the region for the first time.
Mr Shields added: “It isn’t just about a major sporting event with elite cyclists, it’s about the com“a munity involvement and the legacy that that brings.
“The Tour de Yorkshire has been through Bedale, Northallerton and Thirsk and maybe the opportunities of the legacies haven’t been maximised.
“If people are coming in spending money they are sustaining jobs.”
He stressed that for the market towns in Hambleton, and Thirsk in particular, Herriot was really good theme to pursue”, despite people thinking All Creatures Great And Small “hasn’t been on the television for 20 years”.
Mr Shields said: “Although we are saying Yorkshire is Yorkshire’s biggest market and day visitors are very important, it’s about converting day visitors into staying visitors and those staying visitors putting more money into the local economy.”
Many traders in the area, ranging from the owners of holiday cottages to cafes, are quick to point towards the importance of Herriot.
The council recognised the potential economic injection the fictional vet could bring to the area when it set up the World of James Herriot attraction in 1999, but amid falling visitor numbers it was taken over by tourism expert Ian Ashton in 2012.
Mr Ashton told the committee that the Kirkgate attraction had received 36,000 visitors this year.
He said: “The Yorkshire Vet series has had a distinct effect in increasing numbers from the UK and we are continuing to benefit from the enduring popularity of James Herriot around the world.
“We are about to complete a James Herriot website for Russia and have just returned from a marketing trip to Germany.”
If people are coming in spending money they are sustaining jobs. Welcome to Yorkshire’s director David Shields.