Most tourism campaigns start by looking at big attractions and what places have in common with each other, developing a brand and then promoting that brand to potential visitors. This mainstream approach works well for some destinations but we think that some of today's visitors are ready for a new approach. We’re taking a different direction and asking local people what they particularly like about their area and what they think we should try to show visitors. We’re targeting a different kind of visitor: those who are ready to stay in the area, really getting to know it instead of just dashing through. If we help them discover some hidden gems, they’re more likely to recommend Pennine Yorkshire to others. Just as importantly, they’re more likely to spend money in local shops, accommodation, cafes, pubs and galleries.

We invited businesses and individuals from the area to contribute, through consultation workshops, by email and phone interview. Over 160 people participated to share their views of the area and to talk about what makes it special. We have some tangible outcomes that you can see now and there are other developments which will build over time.

We collated all the information about the area into our "Insiders' Guide"which we hope will help local businesses and people to encourage visitors to look around and stay longer, to show them some of the hidden places and different ways to enjoy these places.

We've also developed a toolkit packed full of ideas and way sof using and developing the sense of place and how tourism businesses can benefit from promoting their local distinctiveness. 

The other benefits of this project are emerging over time - collaborations, new product developments, itineraries and experiences.

If you'd like to know more about this project please contact This e-mail address is being protected from spambots. You need JavaScript enabled to view it at The Tourism Network.