ROUTE YC

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.