Welcome, and thank you for your interest in learning more about the council and this exciting new role: Head of Tourism.
I have recently joined North Yorkshire as the new Assistant Director Economic Development, Regeneration, Tourism and Skills, and am pleased to be leading this external recruitment search for an ambitious and experienced leader at a pivotal point in our history.
Our visitor economy is a priority sector for us. It adds over £4 billion of economic value a year, providing over 38,000 jobs locally and last year we delighted over 31 million visitors with our distinctive North Yorkshire welcome.
The unrivalled natural beauty of North Yorkshire is no secret. With two National Parks, three National Landscapes, spectacular coastline, award winning beaches, and many other stunning outdoor spaces and attractions it is no wonder that visitors flock to North Yorkshire year-on-year to embrace the great outdoors. Add in our other strengths around food, history and heritage, culture and the arts, family and fun and health and wellbeing, and you soon see what a fantastic wealth of visitor assets we have to shout about.
In April 2023 the eight councils that served North Yorkshire unified to create geographically the largest council and third largest unitary within the country, and earlier this year the new York and North Yorkshire Combined Authority was also created. With the new Mayor in place, this role affords a unique platform to work closely with the Combined Authority to help take full advantage of what devolution will bring to the region.
Through the first 18 months of our reorganisation, the council has established and launched a brand-new tourism service – Visit North Yorkshire – who will co-ordinate the implementation of our newly adopted Destination Management Plan, working with public and private sector partners to promote, support and grow the visitor economy. That is where you come in!
I am looking for an outstanding strategic leader and subject matter expert who will play a pivotal role at this key moment for North Yorkshire and who will lead this new county-wide tourism service with resilience and vision. At the same time, you will form part of the council’s Senior Leadership team for Economic Development, Regeneration, Tourism and Skills and will bring the experience and skill to work effectively with colleagues, key partners and elected Members to bring the plans to life. You will support the council’s journey as we also work with partners to develop a new Local Visitor Economy Partnership for York and North Yorkshire and you will act as an ambassador for the Council at local, regional, and national level, enhancing our reputation and influence, building partnerships and enabling it to be a leader in the field.
North Yorkshire Council has ambition. I am looking for a leader who will really get under the skin of our beautiful area, someone who is curious to get to know its many assets and its far-reaching communities – and who will understand what is important to them and our 31 million visitors. In this role you will forge key relationships with a wide range of stakeholders to ensure that investment is targeted effectively so that it can realise the maximum potential of tourism to our region.
So, if you are up for the challenge, with a comprehensive knowledge, experience and understanding of the tourism sector and the visitor economy, a successful track record in strategic leadership and the enthusiasm to inspire and motivate others to achieve their very best, we would really like to hear from you.
In return you will be welcomed by a talented, passionate and high performing workforce. You will have the support of our elected executives who are very ambitious for North Yorkshire. You will be supported by resilient and committed leaders who are united and robust, providing you with both professional support and challenge. The new tourism team is in place, we are at the start of a exciting journey to deliver our 10-year destination management plan and this role will provide a great platform for you to elevate your career in tourism.
Come and join us.
Kathryn Daly - Assistant Director Economic Development, Regeneration, Tourism and Skills
About the role - Head of Tourism
Salary: from £56,443-£64,951 plus relocation support
Location: Northallerton / hybrid
Contract: permanent / full-time
The Tourism Service plays a fundamental role in delivering the council plan ambition to deliver economically sustainable growth that enables people and places to prosper and that supports new and existing businesses to thrive and grow.
The visitor economy is a major driver of North Yorkshire’s local economy. With an economic value of £4bn and responsibility for providing 38,500 jobs, it is a sector to be taken seriously. A vibrant visitor economy not only supports businesses directly within the tourism industry, but also supports in attracting investment and making North Yorkshire a truly great place to live and visit.
As the Head of Tourism, you will act as our lead officer to implement our new ‘Visit North Yorkshire’ service, ensuring that it is efficient, effective and customer focused in delivering a range of key services and functions.
You will ensure that any statutory requirements are met and will take a lead role in enabling the delivery of sustainable growth for the tourism sector, attracting new investment into North Yorkshire, and ensuring high quality training, development and job opportunities in the sector for our people and communities.
This external facing role requires strategic leadership to help implement our new Destination Management Plan with a wide range of partners and places, and also to work internally to help steer the council through an exciting period of transformation.
You will:
- play a strategic role on the wider Economic Development, Regeneration, Tourism and Skills leadership team acting as a proactive leader for change and continuous improvement in line with a shared ‘one team’ vision
- ensure the effective delivery of a range of tourism services to businesses, visitors, potential inward investors, key partners, and residents to achieve sustainable growth in tourism and high-quality employment opportunities
- lead delivery of a portfolio of functions to support this ambition including:
- destination management and marketing
- commercial partnerships/membership/sponsorship
- tourism strategy and intelligence
- product development
- project development and external funding bids
- project and programme management and delivery
- major events service
- managing Tourism Information Centres
- business support
- skills development for the tourism sector
- lead the delivery of the new Destination Management Plan for North Yorkshire and any related action plans, projects or initiatives, working in partnership with a wider range of key stakeholders and delivery partners
- take the lead in delivering services to a range of internal and external stakeholders, achieving desired outcomes, making sure that North Yorkshire has a high profile and receives its fair share of resources from government and the Devolution Deal - including working with partners at the Mayoral Combined Authority, City of York Council and Make it York to develop and implement the newly accredited York and North Yorkshire Local Visitor Economy Partnership to work closely with other local authorities and partners at a Yorkshire level to maximise international branding and marketing opportunities, to promote North Yorkshire as a great place to visit and stay and to secure investment in the tourism sector
- take the lead in liaising and working with partners in local government and other bodies regionally and nationally, including Area Committees, Council Members and MPs - build and maintain strong relationships with a wide range of partners in the public and private sector including government departments, Visit England, government agencies, businesses, and tourism sector representative bodies and networks
- take the lead in liaising and working internally with partners and colleagues within council directorates and services
- provide professional and strategic advice on tourism and associated disciplines to the Assistant Director, Director, Members and other senior leaders of the council
- respond to relevant national and regional initiatives, funding opportunities and consultations to ensure the councils interests are represented, so North Yorkshire has a high profile and receives its fair share of resources from government and the Devolution Deal
- respond to national, regional and local initiatives, funding opportunities and consultations leading on the strategic development for their part of the Economic Development, Regeneration, Tourism and Skills service, including the development, finalisation and delivery of associated service
As a senior leader you will work proactively with others across the Economic Development, Regeneration, Tourism and Skills Service to maintain strong performance and consistent approaches to deliver an excellent service. You will work more widely with colleagues in Planning, Transport and Highways, Environment, Culture, Arts and Leisure and Housing to ensure their respective strategies, actions plans and projects align with the Destination Management Plan and related action plans.
This is a politically restricted post.
Supporting documents
Why work for us
We are a strong performing authority, with supportive political leadership and talented teams providing the platform to have a fulfilling, challenging and successful career in a truly stunning place.
A recent peer challenge found that the council is a good place to work, with strong leadership and a loyal and committed workforce who have access to well-regarded training and development.
We pride ourselves on being an employer of choice, offering a range of training and development opportunities and career progression allowing you to manage your own development journey and empowering you to control your career. Your career can change with your life here in North Yorkshire.
We positively encourage flexible working and we provide you with the technology you need to work from a wide variety of locations.
We believe in the importance of inclusion, which is why we are always working towards being a more diverse, equitable and inclusive employer. Find out more about our equality, diversity and inclusion work on our working for us page. You can bring your whole self to work, and we will support you to be the best that you can be.
Our values, behaviours and ambitions underpin everything we do.
In addition to your salary, we offer a range of great benefits to help you financially make life a bit easier. These include:
- a local government, career average employer contribution pension scheme
- family friendly leave
- salary sacrifice schemes
- modern flexible working practices
- learning and development packages
- career advancement opportunities
- employee discount benefits including shopping and gym discounts
- green car and cycle schemes
- travel loans
You can find more information on the range of benefits we offer on our total rewards page.
Watch this video to find out about our employee networks.
Our relocation package
If you are considering relocating to North Yorkshire we provide a comprehensive relocation benefits package.
This features up to £8,000 to cover reasonable costs such as:
- removal expenses
- storage costs
- legal and estate agent fees
- travelling expenses
Living and working in North Yorkshire
North Yorkshire is a thriving county that adapts to a changing world and remains a special place to live and work.
North Yorkshire's natural beauty is captured in its three areas of outstanding natural parks, national nature reserves, stunning coastlines, scenic rural villages, vibrant cities and market towns. North Yorkshire really is a beautiful, thriving and special place to live and work, rich in heritage and culture.
North Yorkshire features significantly in the ten best places to live in the UK in Halifax Quality of Life Survey. The Quality of Life index aims to quantify where living standards are highest in the UK by ranking local performance across a range of indicators. Local areas featured in the top ten included Richmond, Selby and Malton.
Figures released by the Office for National Statistics bulletin positions North Yorkshire as the safest place in England with extremely low crime rates.
In addition, the county benefits from excellent road and rail links, with easy access via the east coast mainline, the A1(M) and A19. Leeds, York, Newcastle, Durham and Teesside are all easily commutable, and London and Edinburgh are just two hours away by train.
From its lively cities to pretty villages, rolling countryside and grand coastline, Yorkshire has so much to offer including great employment opportunities for your family members, along with a higher proportion of schools which are good or outstanding compared to national figures.
You can find out more about what North Yorkshire has to offer on the No place like North Yorkshire website and by watching our North Yorkshire video on YouTube.
Application tips
Key dates
Closing date: Midnight Sunday 24 November
Shortlisting date: Tuesday 26 November
Interview date: Thursday 12 December
Contact us and apply
For an informal confidential discussion about this opportunity, please contact Leanne Auton on 07815 028548 or by emailing Leanne.Auton@northyorks.gov.uk.
Please submit one Microsoft Word document that details a comprehensive CV and a supporting statement outlining your suitability for the role. Please do not submit PDFs. It is important that your written application fully addresses the experience criteria. Applications should be emailed to Executive.ResourcingSolutions@northyorks.gov.uk.
It is important that your CV includes: your full contact details (telephone, email, address), full employment history (name of employer, job titles, dates of employment and salary), full education history (qualification, grade, dates and place of study), explanation of any gaps in employment and the contact details of at least two referees including your current / most recent employer indicating whether you consent to us contacting each referee prior to interview. Please also provide details of your current salary and notice period.
We believe in the importance of inclusion, which is why we are always working towards being a more diverse, equitable, and inclusive employer. You can find out more about our equality, diversity and inclusion work on our working for us page.
We are committed to directly recruiting staff and will not accept applications nor services from agency suppliers in respect of our vacancies.