Tourism leaders in West Yorkshire have unveiled an ambitious four-year strategy aimed at expanding the region’s visitor economy, already worth billions. The announcement, made in Leeds on Monday, 13 January, follows West Yorkshire’s achievement of ‘Local Visitor Economy Partnership’ (LVEP) status from VisitEngland, marking a significant step forward in the region’s tourism development.
The strategy, developed in partnership with the region’s five local authorities and chaired by Mayor Tracy Brabin, outlines a vision to boost tourism, attract inward investment, and create jobs, ensuring long-term economic growth.
This launch coincides with the highly anticipated Bradford UK City of Culture 2025 celebrations, which kicked off this weekend. The year-long cultural program is expected to draw over 15 million visitors and generate £130 million in economic impact, supporting the creation of 7,000 new jobs.
Mayor Tracy Brabin described the plan as a transformative opportunity for the region:
“This is going to be a truly iconic year for West Yorkshire, with Bradford UK City of Culture 2025 acting as a beacon to attract millions of people from around the world.
“This is just the start. With our bold plan, we’re building on our heritage to create a brighter future, ensuring visitors return for years to come. By harnessing the legacy of this once-in-a-generation opportunity, we’re driving growth and creating opportunities for all.”
Andrew Stokes OBE, VisitEngland Director, highlighted the wider benefits of a strong tourism strategy:
“Great destinations are great places to live and work as well as to visit. A well-run destination attracts investment, increases income, and creates jobs. This ambitious strategy will be central to West Yorkshire’s growth, and we at VisitEngland look forward to working closely with the Local Visitor Economy Partnership to achieve these goals.”
The ‘Destination Management Plan’ focuses on promoting West Yorkshire’s vibrant cities, rural landscapes, national museums, and iconic attractions like the UNESCO World Heritage Site at Saltaire. It also leverages the region’s rising popularity as a film and TV production hub.
Upcoming initiatives include developing national cultural institutions such as British Library North, The National Poetry Centre, and Brit School North, all expected to boost tourism and investment.
In 2023, West Yorkshire welcomed 71 million visitors, contributing £5.77 billion to the local economy and supporting over 52,000 full-time jobs. With this new strategy, the region aims to build on that success, ensuring a thriving and sustainable visitor economy for years to come.
For more details, download the new ‘West Yorkshire Destination Management Plan’ here: https://www.visitleeds.co.uk/west-yorkshire-lvep.
