The destination brand is a strong asset in today's leisure tourism market, where a customer's perception of the brand can be as important as the physical tourism offer.

Yorkshire is fortunate in having a strong regional brand and a number of key destinations with a high level of awareness and understanding among target markets.

In the business tourism market our strong city destination brands will be a key asset in growing our share of this lucrative sector.

We must:

• Build on the strength of the Yorkshire brand, developing and positioning the brand to appeal to our target visitors



• Build on the awareness of our destinations, developing a set of compelling brands for those destinations which have the potential to meet the demands of the market



• Use the strength of the Yorkshire brand as an umbrella under which lesser known destinations can grow and develop