Our Objectives

For many, the Yorkshire Coast is a hidden gem because it has never been promoted as an all-encompassing destination. That provides us with a huge opportunity to put our area on the destination map.

We have diverse landscapes, historic towns and everything you could need to make a memorable experience. We are committed to showcasing the area for everything that it has to offer.

You told us that marketing, promotion and appearance are among the most important issues for the BID to address to connect our towns and villages.

Each year we allocate an estimated £340,000. This fund aims to make the Yorkshire Coast more visible regionally and nationally to attract more visitors to stay and spend more to make the Yorkshire Coast a top UK visitor destination.

The BID will:

  • Promote the entire Yorkshire Coast, exploring marketing channels both nationally and internationally.
  • Deliver itineraries aimed at promoting nature tourism in key off-peak times of the year.
  • Develop a 1-2 week festival to encourage new visitors to the Yorkshire Coast to experience the history and arts within each town and village.
  • Develop a new 1-2 week sports-based festival to encourage new visitors to the Yorkshire Coast linked to accommodation providers to promote 5-7 day stays.
  • Develop new experiences for visitors, working towards turning day-trippers into extended stays.
  • Research a Yorkshire Coast passport where businesses can be part of an experience-based package.

Yorkshire Coastal Route

One of our core objectives is to promote the entire BID geographical area and we have decided to create an activity-based experience that could create more of a hook to entice people to visit and stay for longer than a day.

The route product can be experienced by car, bike, on foot connected to public transport and supports our ambition for it to be as green as possible with EV charging points and bike repair stations.

We are working hard to launch the product this Autumn and will be contacting businesses this May to explain how you will be positioned and can be involved.

Coastal Sculpture Collection

To support the route experience and to create marker points throughout the Yorkshire Coast, we are committed to working with local sculptor Emma Stothard to create a bespoke marine and wildlife Coastal Sculpture Collection.

Emma is renowned for creating eye-catching and iconic sculptures, and there will be a new piece commissioned for each of our coastal towns and waymarkers, which will reflect their heritage.

We are looking forward to unveiling the first piece this July at Spurn Point and we will be sharing the journey that Emma has taken with us to create the stunning first piece, The Green Hairstreak Butterfly.

Monster Hero Safari 2020

Out of testing times, comes new opportunities. Due to our involvement in national groups alongside other BIDs, we became aware of creating a new family trail that was being created to boost high street footfall throughout the UK.

We secured MonsterHero Safari for all of our coastal towns which we officially launched on the 13th July.  It was a fantastic way for families to re-engage with their high streets, safely through using technology to find 10 monsters hidden throughout each town.

We made the decision to make the first 1,000 plays free of charge to take away any barriers for people to engage.  Together with donations made by the public, our investment was donated straight to NHS Charities Together Fund.

The trails were live until the end of September, and we were pleased with the uptake by businesses and how well families received it in the area.

There are more opportunities to run different trails, and if you would like to see this come to your area, please don’t hesitate to get in touch.


We have always been looking at alternative ways to support retailers throughout the Yorkshire Coast specifically.  The pandemic sped up our decision-making process and we switched from investing in a coastal wide gift card program to an online selling platform.

It was important to us that whilst businesses were forced to closed, that those able to sell, but perhaps did not have websites, had the opportunity to.  

We specifically chose to work with ShopAppy because not only was their platform up and running in towns across the UK with fantastic testimonials, but it is a zero commission site – so businesses receive maximum income.  

The main barrier for retailers was not having a delivery network which has been set up initially in Whitby and Scarborough with future opportunities for Click and Collect.  

The service was free for 12 months for all BID businesses, and we were pleased that ShopAppy extended this opportunity to all businesses throughout the Yorkshire Coast.

This platform allowed businesses to trade online easily and manage o instead of setting up eCommerce websites and/or trade online.

New Opportunities

We are committed to using the best suppliers throughout our coastal area. Our suppliers are instructed to procure imagery, soundtracks and other services from within the Yorkshire Coast.  Some expertise may need to be outsourced from a wider area, but we will endeavour to keep this within Yorkshire.

We are currently speaking to photographers/videographers – please feel free to recommend a local supplier that you have used so we can include them in our tendering process.