£1m campaign aims to rejuvenate Yorkshire’s flood-hit tourism industry

Aerial picture over the Kirkstall Road area of Leeds. PIC: Ross Parry
Aerial picture over the Kirkstall Road area of Leeds. PIC: Ross Parry
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A £1m campaign aimed at rejuvenating Yorkshire’s multi-billion pound tourism industry after the ravages of the Boxing Day floods has been launched.

The Love the North campaign will see posters of iconic Yorkshire tourist sites like Yorkshire Sculpture Park in Wakefield displayed on the London Underground.

They will also be accompanied by radio, digital, social media and national press advertising, after 60 per cent of tourism business in flood-hit areas said business was damaged after the Boxing Day floods.

The funding was announced by Prime Minister David Cameron in January, days after Welcome to Yorkshire chief Sir Gary Verity said footfall at key tourist sites had “dropped dramatically” in the wake of the floods – and said the public were under a misconception that large parts of the region remained “underwater”.

The marketing campaign has been launched by VisitEngland ahead of the February half term and Easter school holidays.

The chief executive of VisitEngland and VisitBritain, Sally Balcombe, said: “The message is clear; there are plenty of wonderful places to visit on our own doorstop.

“We want to emphasise that the North is very much open and welcoming visitors.”

Swathes of Leeds were left underwater after the River Aire burst its banks on Boxing Day.

The floods hit 2,000 homes and 400 businesses in Leeds alone and thousands more across Yorkshire.

The YEP-backed Leeds Flood Relief Appeal, launched by Leeds Community Foundation, has raised over £133,000 to support those affected by the floods.

Sarah Champion MP

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