We recongised that the UK holiday market alone is incredibly competitive, so rather than advertise “come to the area it has a beach, historic buildings and a theatre, we needed to create a reason to visit – something to do, and something that was best experienced over a minimum of 3 nights.

We worked with top tourism professionals to look at the area, assess it’s recognition nationally and then test our initial idea of creating a road route product, which was first suggested to us by one of our BID members.

The assessment matched with our own views, and from that point, we proceeded to develop what we have called Route YC:  Yorkshire’s Ultimate Road Trip.

The aim is for visitors to travel and explore by car, bike, or on foot connected to public transport and for people to book direct to reduce businesses’ commission fees through other booking sites.

The entire product is being supported through feeder projects such as:

  • Outdoor Bike Repair Stations
  • EV Charging Points
  • Coastal Sculpture Collection
  • Dirt Dash

The concept of themed routes as tourist activities has gained prominence in recent decades, including, in the UK, the North Coast 500 Route and the Wild Atlantic Way in Ireland. Longer established routes in other countries include Route 66, the Pacific Coast Highway in California, South Africa’s Garden Route and the Via Augusta in Spain. 

The Route has the potential to transform the economy of this part of Yorkshire as it builds on and learns from the global benchmark of the North Coast 500 (NC500), which has had a transformational effect on the highland economy and the destination profile of the North Highlands.

The NC500 has extended the season, increased accommodation occupancy and dwell time and grown expenditure – regarded by a leading and global consultancy as the most innovative tourism product in the world today. 


Business Listing:  Share information about your business direct to users of Route YC.  

Member Emails:  Share your offers with us and we will communicate this via our consumer emails

Press Exposure:  Get your business featured in regional and national PR

Digital Exposure:  Become and ambassador and be featured within digital and social media campaigns with influencers

Assets:  Photography, videos and partner assets are available for you to embed on your website, social media channels

Physical assets:  Show visitors you are an official member by putting up your window vinyl, leaflets, beermats and if you have the space we have outdoor banners and flags for you as well.


It is quick and easy to set up your listing, click on the link below and upload your information and images.  We will add your listing to the site within 5 working days and send you the links, asset pack and add you onto the specific Route YC business email updates.


We have created the digital shop window for the Yorkshire Coast, and with over 100k users in the last 12 months using the website alone, here are some ways you can attract them to your listing so you become part of visitors 2024 itineraries.

  1. Who do you really want to attract?  Let us know if you are wanting more cyclists/walkers/groups/couples/pet friendly stays.  We will then look at our plans and see what itinarties you could be featured in.
  2. Work with us to enhave your offer.  If you want to be known as a cyclists friendly establishment, but not sure where to start, speak to us and we’ll share with you our experience from the brand ambassadors point of view, and add you to an infrastructure list for items such as Outdoor Bike Repair Stations
  3. Are your images showcasing you in the right way?  In a digital world, having the right images is crucial, why not add the Route YC images to your website, and if your business needs a refresh, let us know because we are looking at the feasibility of rolling out a photograher fund for our BID businesses


All of this activity has been funded via the Coastal funds.  

  • Route YC development:  £70,000
  • Route YC annual budget:  £200,000
  • Outdoor Bike Repair Stations:  £20,600
  • EV Car Charging (to date): £12,036
  • Banners:  TBC 
  • Coastal Sculpture Collection:  £100,347