Tony Watson will take on the role of Head of Tourism at North Yorkshire Council at the end of March 2025, where he will lead the Visit North Yorkshire team.

With years of experience in tourism and placemaking, Tony brings a deep passion for the region and is committed to driving sustainable tourism growth across North Yorkshire.

In his new role, Tony is excited to collaborate with local businesses, partners, and communities to strengthen the area’s visitor economy. “It’s a privilege to help shape the future of North Yorkshire and work alongside those who are dedicated to making this region thrive,” Tony shared.

A Wealth of Experience in Tourism Leadership

Tony’s career spans extensive experience in the tourism industry. Before joining North Yorkshire, he spent five years as Director of Sales, Marketing, and PR at First Direct Arena in Leeds and York Barbican.

There, he played a pivotal role in delivering over 300 world-class events, attracting more than two million visitors.

Following this, he spent eight years in senior roles at the Lake District National Park, overseeing communications, marketing, and commercial operations. His work in the Lake District, where millions of visitors are welcomed each year, has provided him with valuable insights into the challenges facing tourism businesses, including rising costs and changing market dynamics.

“From my work in the Lake District, I gained firsthand experience of the pressures tourism businesses face and the need for innovation and strong advocacy to help them succeed,” Tony explained. “I’m eager to bring this experience to North Yorkshire and ensure we support our local businesses effectively.”

A Personal Connection to North Yorkshire

Beyond his professional experience, Tony has a personal connection to North Yorkshire. As a fundraiser for the RNLI, he has spent significant time along the North Yorkshire coast, where he has witnessed the dedication of local communities and the region’s unique appeal.

This connection deepens his commitment to promoting the area’s tourism and preserving its natural beauty.

Collaboration and Growth as Key Priorities

As Head of Tourism, Tony’s primary goal will be to collaborate with various stakeholders, including Make It York, City of York Council, and the York & North Yorkshire Combined Authority, to strengthen the Local Visitor Economy Partnership (LVEP).

He will focus on delivering the North Yorkshire Destination Management Plan, which aims to attract higher-spending visitors, support businesses, and ensure sustainable growth in tourism.

Tony’s leadership will also focus on promoting the region’s protected landscapes, including the Yorkshire Dales and North York Moors National Parks, which play a crucial role in the region’s tourism offering.

“I’m incredibly excited to work with the Visit North Yorkshire team,” Tony said.

“Their dedication to showcasing everything that makes this region unique is truly inspiring, and I’m eager to build on this momentum.”

Engaging with the Industry

Tony will be attending upcoming industry events, encouraging business owners and tourism professionals to connect with him and share their ideas. He is eager to collaborate and make Visit North Yorkshire a powerful platform for tourism success.

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