The Welcome to Yorkshire column with James Mason: Why don’t you stay just a little bit longer?

During this latest lockdown we are experiencing lots of pent-up demand for holidays within the county, especially as opportunities for overseas breaks in the foreseeable future are currently uncertain.
Brimham Rocks is just one of many locations people can visit while on a staycation in Harrogate.Brimham Rocks is just one of many locations people can visit while on a staycation in Harrogate.
Brimham Rocks is just one of many locations people can visit while on a staycation in Harrogate.

This combined with inbound travel restriction… this year is the perfect time to plan a staycation.

Harrogate is bursting with hospitality, heritage, culture and history as you’d expect in a celebrated spa town, which will tempt travellers for a spring and summer stopover, and beyond, once Government regulations start to relax.

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Residents already know about the spectacular shops, gorgeous green spaces, amazing arts, fantastic hotels, delicious dining, and of course, Bettys (not one but two!) all on the doorstep… but how do we get this message out to a wider audience?

This is the role of Welcome to Yorkshire.

It’s as much about education as it is marketing. How many first time visitors to the Harrogate area are ready to explore a little further? Just a short drive away there are abundant day trips to delight, including the Dales, Harewood House, Fountains Abbey and Studley Royal Water Garden, Newby Hall, Ripon Races, Brimham Rocks, or a trip to the superb cities of York and Leeds, with attractions aplenty, offering excellent experiences for all ages.

Pre-pandemic tourism in Yorkshire was worth a staggering £9 billion annually to the county’s economy, with the region’s tourism and hospitality industry employing almost 225,000 people. The coronavirus crisis has meant that this celebrated sector has been hit hard, and as amazing attractions and brilliant businesses continue to contend with another lockdown, it’s now a real positive to see the roll-out of vaccinations leading to a light at the end of the current turbulent tourism tunnel, with a real interest in staycation bookings.

The short summer period that we did have in 2020 demonstrated the huge demand for domestic holidays with Yorkshire proving to be the number one destination for returning and first time visitors. This suggests that this incredible county has an opportunity to benefit again.

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Many hospitality businesses are seeing a surge in bookings for the summer months and it seems that once an official announcement has been made, as to when and how we emerge from the latest lockdown, that another wave of bookings will begin.

Reorganised weddings and summer events at many locations, if Government restrictions ease and they’re allowed to go ahead, has meant tourism businesses are hoping that all will go to plan for a positive period, particularly as the year progresses from spring onwards.

Industry information suggests it’s important that businesses keep to their pricing and continue to offer a quality product. Remaining competitive and offering a great experience, as well as considering additional services by arranging add on elements which enhance a stay and are personalised to the guests’ interests are recommended.

Yorkshire has much to offer and could be referred to as being a country within a county, its vastness includes vibrant cities, a spectacular coastline, stunning countryside, tempting towns, amazing arts, fabulous food and delicious drink, as well as a wealth of history and heritage.

Its abundant open spaces also means it’s a magnet for visitors wishing to enjoy a longed-for break to enjoy the great outdoors.