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Beyond York Campaign Launched

Celebrity chefs such Malton’s James Martin, Andrew Pern and Antonio Caluccio OBE, the Godfather of Italian gastronomy, are not the only ones in the know about the beauty and gastronomic paradise of North Yorkshire. Now an exciting new tourism campaign promoting York as the perfect touring base will be launched this week as part of a partnership spearheaded by Visit York, Ryedale District Council and the Howardian Hills. This new initiative will encourage anyone considering a short break in York to book a two-centre stay in York and Ryedale.

In addition to York’s world’s class attractions, shops and restaurants, Visit York’s ‘Beyond York’ marketing campaign will promote stunning scenery in the Howardian Hills Area of Outstanding Natural Beauty, historic market towns such as Helmsley, Malton (home town to James Martin) and Pickering and North Yorkshire’s traditional villages, as well as the area’s wealth of country pubs, attractions, quality accommodation and local festivals such as Malton’s Food Lovers event. Ryedale already attracts five million visitors annually; its top three attractions are Flamingo Land, the North Yorkshire Moors Railway and Castle Howard and the area also boasts two Michelin star restaurants; the Star Inn at Harome and Black Swan at Oldstead.

Campaign tactics will include feature pages on, with itinerary ideas for how to get around North Yorkshire, driver guiding with Yorkshire’s True Tours and Sovereign, as well as a new proactive social media campaign using the hashtag #yorkandbeyond. This two-pronged campaign will also encourage visitors to Ryedale to include a day in York as part of their countryside stay.

As part of the campaign a brand new exhibition area promoting Ryedale has been set up at York’s state of the art Visitor Information Centre, 1 Museum Street in York. 26% (1.8 million) of the 7 million visitors staying in York annually now visit other destinations across Yorkshire as part of their visit and this new campaign is designed to capitalise on this. Tourism chiefs in York intend to extend the Beyond York campaign over the next year, promoting all there is to see and do in Yorkshire as more and more visitors plan to use York as a touring base.

Kate McMullen, Head of Visit York, said, ‘Once visitors arrive into York, they often tell us two or three days is just not enough time to see everything. Castle Howard, for example, is often on their list of places to visit and Yorkshire’s gastronomy is gaining world-wide attention. This new promotion will help us to raise awareness of breathtaking scenery in the North York Moors national park, right on our doorstep, building on the legacy of the Tour de France and encouraging our visitors to stay longer and explore yet more.‘

Christine Cookman, Chairman of the Howardian Hills AONB Advisory Committee, said, ‘The Howardian Hills have always had historic links to York. The sheer number of large country houses and designed parklands is due to the good farmland, extensive woodland and quintessentially English rolling landscape, all in such close proximity to Yorkshire’s historic capital city. We’re delighted to join with Visit York on this new project to open up the idea of booking a two-centre break, offering visitors the opportunity to discover these treasures, just as the aristocracy did many centuries ago.’

Cllr Cowling, Leader of Ryedale District Council , said, ‘We are excited to join with Visit York and the Howardian Hills AONB, on this new project to open up the idea of booking a two centre break in York and Ryedale. Ryedale is a perfect touring base to explore the surrounding landscape and its tranquil scenery complements the splendour of York perfectly.’


For further information please contact:

Kay Hyde – Head of Pr and Corporate Communications – Visit York
Direct Line: 01904 554451
Mobile: 07506 048852

Katie Porter – Senior Communications Executive – Visit York
Direct Line: 01904 554436

Notes To The Editor

A few Ryedale snippets:

• James Martin’s family were farmers on the Castle Howard estate and he helped his mother in the kitchen, which started his interest in cuisine. He lived in Welburn, attended Amotherby School in Malton and Malton School, the local comprehensive where he was a member of the school rugby and cricket teams, but did not enjoy academic subjects due to undiagnosed dyslexia. He went on to study catering at Scarborough Technical College where he was a star student. He trained at Hostellerie De Plaisance, Saint-Émilion, France. He then worked at the 3 Michelin star restaurant Maison Troisgros in Roanne, France before moving on to join the staff of Anthony Worrall Thompson's 'One Ninety Queen's Gate' restaurant in Kensington, London. Since then his career has blossomed into celebrity chef status and in February 2014, based at his kitchen at home in Hampshire, he presented the series James Martin: Home Comforts on BBC 1. Many of the dishes were inspired by memories of his childhood in Yorkshire, and the programme also featured many local small-scale food producers and cooks. He famously returned to his home town of Malton two years ago to take up his role as Executive Chef at the luxury Talbot Hotel.

• Malton was recently declared Food Capital of Yorkshire by Antonio Carluccio – their fast growing annual food festival plays host to celebrity chef James Martin, Executive Chef of Malton’s luxury Talbot Hotel

• Flamingo Land (1.5 million visitors annually) is the most visited paid for attraction outside of London – pipped only by the Tower of London, St Paul’s Cathedral and Westminster Abbey

• Wintringham is the location of Britain's most northern lavender farm - Wolds Way Lavender

• Richard III held court at Sheriff Hutton Castle. The tomb of Edward, Prince of Wales, Richard III's only child can be found at the Church of St Helen in Sheriff Hutton

Tourism Facts:
The top five ranked overseas countries visiting York are the USA, Australia, Germany, the Netherlands and France. Although there has been some fluctuation in the order of the countries listed, these five have remained consistently high in the rankings. Canada is the only other country to be in the top five more than once in the last five years but has slipped down the rankings more recently. The United States has consistently been the number one overseas market for York for the last ten years, although the gap is narrowing between the US and second placed Australia as the Australian market grows at some pace.

Economic impact results for the full calendar year for 2013 will be published later in the year, however, early indications from Visit York’s hotel occupancy and attractions surveys are positive, with both surveys anticipated to show a record year.

• Visit York is supported by the City of York Council and over 700 tourism businesses and works in partnership with VisitEngland.

• Visit York’s aim is to market York as a must-see world-class destination to the leisure and business visitor, and ensure investment to develop the quality of tourism in York. Visit York is responsible for leisure and conference marketing, visitor services (running the city’s Visitor Information Centre), training and ensuring a quality visitor experience.

• Visit York is the driving force of the city’s tourism industry. Key facts: 7 million visitors annually, £606 million total visitor spend, supporting 20,000 jobs

• 5 million visitors to Ryedale annually