Destination Management Plan

The Visit North Yorkshire team is responsible for continuing to support the growth of the visitor economy in a responsible and sustainable way.

Significant change both locally and nationally affecting the visitor economy, created the opportunity to develop a brand new 10-year Destination Management Plan (DMP) for North Yorkshire.


What is a Destination Management Plan and why do we need one for North Yorkshire?

Destination Management is a process of leading, influencing and coordinating the management of all the aspects of a destination that contribute to a visitor’s experience, taking account of the needs of visitors, residents, businesses, and the environment.

A Destination Management Plan joins all key stakeholders in a shared statement of intent to manage the destination over a stated period, articulating their individual roles and identifying clear actions.

Where we are

The process to develop our DMP started last year with extensive consultation with key stakeholders and the wider tourism industry. We explored what North Yorkshire contains by way of strengths and weaknesses, what its offer is to visitors and how we can align the plan with other relevant council and partner strategies.

The plan will outline the current situation, the current wider landscape of tourism in the UK, existing tourism trends, current perceptions and visitor demographics together with Visit North Yorkshire’s aspirations to grow the value of the visitor economy to over £3bn by 2034.

Five clearly defined priority areas with associated action plans will be detailed in the plan.

These are:

  • Data and Intelligence
  • Place
  • People
  • Product
  • Position & Profile.



Several universal guiding principles have also been considered across all the action plans for all five priority areas.

These include:

  • collaboration and engagement
  • sustainability
  • accessibility and inclusivity
  • local distinctiveness.

This DMP has been built through ongoing consultation from the outset and this approach will continue with future delivery including an annual review and input from the industry throughout. This is a plan that we will deliver together.

Visit North Yorkshire would like to thank everyone who has given their time during this process, attending discussions and workshops, sharing their feedback and their aspirations for North Yorkshire.

The plan is due to be released later in 2024.