Yorkshire Tourist Board – Back to basics

In the highly competitive tourism market, Yorkshire faced very obvious opposition from what were perceived as more "glamorous" foreign destinations for consumers to take a break.
Agency: Smarter CommunicationsAuthors: Mark Ellis, Graham Hawkey-Smith, Jeremy Aspinall, Justine Kwaan, Chris Robinson and Joanna Royle

Yorkshire Tourist Board – Back to basics


YTB has a remit to grow tourism revenue from outside the region. It is funded by Yorkshire Forward, one of England's nine Regional Development Agencies, which in turn is sponsored by the DTI.


A key factor in measuring ROMI lies in calculating contribution margin. The tourism revenue calculated in our model includes everything from camping and caravanning to museum tickets and hotel nights,...

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