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Annual Report and Accounts 2010

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Annual Report and Accounts 2010 Annual report WELCOME TO YORKSHIRE ANNUAL REPORT AND ACCOUNTS 2009/10 1 ANNUAL REPORT AND ACCOUNTS 2009/10 Welcome to Yorkshire, working with the tourism industry, local authorities and the wider business community in Yorkshire, has delivered impressive results since it was launched almost two years ago. The renaming of the former tourist board also created a new brand for Yorkshire as part of an increased investment in tourism to £10 million annually. That investment is matched by public and private sector funding, in cash and in kind. OUR ACHIEVEMENTS • The value of tourism went up 6.6%, an increase of £390 • Over a third of tourist attractions reported an increase in million from 2008 to 2009. It is worth c. £7 billion to visitor figures of more than 10% in summer 2010. This is Yorkshire’s economy, and supports 250,000 jobs directly the second year of increased business across the sector. and many more indirectly. • The official tourism website, www.yorkshire.com has had • In 2009 trips to Yorkshire totalled 216 million, up 10% a staggering 3.3 million unique visitors since launch. (equivalent to 19 million more visitors) on 2008. • More than £60million worth of media coverage about • For every £1 invested we have delivered £40 into the Yorkshire as a holiday destination has been generated Yorkshire economy. In turn this has generated £9 to the since launch. Exchequer, £86 million total in tax. • Strong private sector support with more than 3,000 • Visits to Yorkshire are up 22% since the launch of tourism businesses partnering Welcome to Yorkshire. Welcome to Yorkshire (compared to UK 12% increase). The industry is now working together as a strong team. (Source UKTS). • More than 300 Yorkshire Patrons, influential business • Visits to seaside resorts up by 27% in the same period. leaders and celebrities taking the Yorkshire message (Source UKTS). to a global audience. • 2009/10 Regional Visitor Survey indicates 97% of • Strong support from local authorities. The value of visitors would recommend Yorkshire as a place to visit Yorkshire wide marketing for tourism recognised with 89% very likely to return to Yorkshire within 2 years. through commitments in all Local Economic Partnership bids. • Jan - June 2010 - Domestic holiday visits up 7% in Yorkshire. (3% decrease in UK / 5% decrease in England). (Source UKTS). For every £1 invested we have delivered £40 into the Yorkshire economy £40 Government In£86m turn this has generated £9 to the Industry Exchequer, £86 million total in tax £1 Invested Generated 2 ANNUAL REPORT AND ACCOUNTS 2009/10 KEY ACTIVITIES • Fully integrated marketing campaigns for 2009 • Wrapped 10 Northern rail trains with Welcome to “A Long Weekend in Yorkshire Isn’t Long Enough” and Yorkshire branding and images being seen in Yorkshire 2010 “There’s a Whole Lot More Going on in Yorkshire”. and the North West regions. ROI for the 2009 campaign was 63:1. The 2010 campaign • Digital marketing campaign through significant is not yet fully evaluated as it is still running, though redevelopment of the Yorkshire.com, including versions preliminary indications show that it has also significantly in Chinese and 5 European languages, and adoption of contributed to the awareness of Yorkshire as a innovative approaches such as a bluetooth mobile tourism destination. visitor guide. • 5 businesses partner our latest TV ad making coverage • The Yorkshire Rhubarb Crumble and Custard garden go further. wins the People’s Choice Award at Chelsea. Gardens • Sponsorship of Heartbeat and The Royal was seen by a campaign launched. Yorkshire gardens report visitors total of 4.7m ABC1 adults. are up on last year. Clockwise from top left: Yorkshire’s Michelin Star Chefs with Chief Executive Gary Verity in the Rhubarb Crumble & Custard Garden, 2009 campaign, Y Gardens identity, Newby Hall Garden, Branded trains, Alan Titchmarsh in our garden at Chelsea Flower Show. 3 ANNUAL REPORT AND ACCOUNTS 2009/10 KEY ACTIVITIES • Sponsorship of the Railway Children at the • Support for Bradford as the Unesco City of Film. Welcome to Yorkshire Theatre at Waterloo Station. Film trail developed. The production has been a huge success with more • Over 10,000 trips have been taken on the new than 100,000 visitors. sightseeing bus and boat around Leeds. • The Welcome to Yorkshire Scarborough Open • Golf campaign launched. Air Theatre reopens to packed houses throughout the summer. • Yorkshire’s Michelin star chefs get behind the Michelin Star Experience celebrating the best of Yorkshire’s food. • The Turner Trail is launched celebrating the artist’s work across the county. Clockwise from top left: Michelin Star Experience, The Railway Children at Waterloo, Y Golf identity, Scarborough Open Air Theatre, Leeds City Sightseeing Bus. 4 ANNUAL REPORT AND ACCOUNTS 2009/10 KEY ACTIVITIES • Sponsorship of the Ebor and the Go Racing in Yorkshire • A film in New York taxis encourages visitors to spend Summer Festival beams Welcome to Yorkshire around their vacation in Yorkshire. the globe. • Sponsorship of the Chengdu Blades takes Yorkshire’s • Sponsorship of Yorkshire Cricket keeps our message message to China. on the nation’s sports pages and we invest in improving • A new business tourism strategy brings facilities at the Scarborough cricket ground. £2 million pounds of conference sales in just • International campaigns are run in Ireland, France, Italy, six months (2009/10 full year £1.4 million). Spain, Netherlands, Germany, USA, Canada, China, Singapore, Hong Kong, India and Australia. Clockwise from top left: WTY banner at Ebor, Chengdu Blades banner, Clipper sailing into New York, York Races, Yorkshire Cricket, Chengdu Blades. 5 ANNUAL REPORT AND ACCOUNTS 2009/10 RECOGNISING OUR SUCCESS • Awarded World’s Leading Marketing Campaign at the • International Business Forum Most Innovative 2010 World Travel Awards for “A Long Weekend In Marketing Campaign Award 2009 for “A Long Yorkshire Isn’t Long Enough”, against Abu Dhabi, Etihad Weekend in Yorkshire Isn’t Long Enough”. Airways, Johannesburg, Kuoni, Qatar and Scotland. • Northern Marketing Award for Most Effective • Awarded Europe’s Leading Marketing Campaign in the Public Sector Campaign 2009. World Travel Awards - beating Spain, Denmark, Australia, • RHS Chelsea Silver Medal & People’s Choice Award Malaysia, Peru, Thomas Cook, Visit London. for the Welcome to Yorkshire Rhubarb and Custard • Shortlisted for World’s Leading Tourist Board 2010 – Garden 2010. against Las Vegas, Jamaica, India, the Maldives, New • Travel Mole Award for Best Tourism Website Yorkshire. York and Dubai. com in both 2009 and 2010. • Travel Mole Award for Best Use of Video 2010. • Travel Marketing Awards 2010. Gold Award Best Magazine Silver Award Best Website 6 Financial statements FOR 31 MARCH 2010 A COMPANY LIMITED BY GUARANTEE (FORMERLY YORKSHIRE TOURIST BOARD) 7 CONTENTS 8 OFFICERS AND PROFESSIONAL ADVISORS 9 THE DIRECTORS’ REPORT 12 INDEPENDENT AUDITOR’S REPORT TO THE MEMBERS 14 INCOME AND EXPENDITURE ACCOUNT 15 STATEMENT OF TOTAL RECOGNISED GAINS AND LOSSES 16 BALANCE SHEET 17 CASH FLOW STATEMENT 18 NOTES TO THE FINANCIAL STATEMENTS OFFICERS AND PROFESSIONAL ADVISORS THE BOARD OF DIRECTORS CHAIR REGISTERED OFFICE Dry Sand Foundry Clare Morrow Foundry Square Holbeck EXECUTIVE DIRECTOR Leeds Gary Verity LS11 5DL NON EXECUTIVE DIRECTORS AUDITOR Barron & Barron E Bedford OBE (resigned November 2009) Chartered Accountants C Brown & Statutory Auditor N Pakey (resigned May 2010) Bathurst House Prof R Thomas (resigned November 2009) 86 Micklegate L Pollard (appointed April 2009) York Cllr A Waller (appointed April 2009) YO1 6LQ Cllr A Barker (appointed April 2009) D Lascelles (appointed April 2009) BANKERS Barclays D Mischendahl (appointed April 2009) 193 High Street G Akbar (appointed April 2009) Northallerton M Firth (appointed April 2009) DL7 8LF J Anderson (appointed November 2009) (resigned October 2010) COMPANY SECRETARY S Charters (appointed November 2009) Z Wilde (resigned November 2009) 8 THE DIRECTORS’ REPORT YEAR ENDED 31 MARCH 2010 The directors present their report and the financial Welcome to Yorkshire as a combined brand and name for statements of the company for the year ended the company (formerly the Yorkshire Tourist Board) was 31 March 2010. launched in April to the Y09 tourism conference, attended by 1,000 people from across the tourism industry and the CHANGE OF NAME wider Yorkshire economy. The company passed a special resolution on 23 November Our integrated marketing campaign “A Long Weekend in 2009 to change the name of the company from Yorkshire Yorkshire Isn’t Long Enough” used traditional advertising Tourist Board to Welcome to Yorkshire. The Registrar of channels as well as a co-ordinated digital campaign to Companies issued a Certificate of Incorporation on achieve a high level of awareness in both traditional Change of Name on 4 December 2009. and newer markets. It included television advertising and sponsorship of ITV’s Heartbeat, The Royal and PRINCIPAL ACTIVITIES peak time drama on ITV3 over a sustained period AND BUSINESS REVIEW from April to November reaching 4.7m target adults. The principal activity of the company during the year This was accompanied by advertising in targeted cinemas was the promotion of tourism in the Yorkshire and the in London and Yorkshire, an outdoor campaign including Humber region. extensive coverage on poster sites at London’s main railway stations, and press and newspaper advertising. Review of the Year All the activity directed visitors to Yorkshire.com which This period under review in this report is from 1st April was relaunched in April 2009 with a new front end with 2009 to 31st March 2010, the first year of a three year richer content including video and high quality images. Regional Tourism Programme contract with the regional Bluetooth technology was used to get messages to development agency Yorkshire Forward for increased visitors at key sites across the region, for example investment in Yorkshire’s tourism industry totaling Leeds Bradford airport.
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