New campaign to showcase the real ‘Heart of Yorkshire’ will bring in residents and visitors

A collection of images showing people and places to visit across Selby District

Capitalising on the unique position and offer across Selby District for both day and overnight trips, Selby District Council and Selby District Visitor Economy Advisory Board are about to launch a new visual identity and website to increase visits into and around the area.

The new ‘Heart of Yorkshire’ identity captures the unique essence and personality of the district and, together with the new website, has been created to raise the profile of Selby District and to showcase the many reasons why residents and visitors should spend their leisure time here.

Representatives from the visitor and hospitality sector and from key businesses in the district have worked together to distil the essence of Selby district, and settled on the ‘Heart of Yorkshire’ as the key to drawing the visitor offer together in a meaningful way. Visually stunning, this new identity meaningfully draws on the many historic and cultural elements of life in Selby district to attract residents and visitors alike.

Councillor Tim Grogan, Selby District Council Executive Member with responsibility for Health and Culture, said:

“The ‘Heart of Yorkshire’ launches at a perfect time. With the appetite for stay at home holidays and days out at an all-time high, we have a unique opportunity to educate and inspire our residents and visitors to explore our beautiful district and discover everything that we have to offer.

“With 2.4 million tourism day trips to Selby district in 2019 worth £187.4M, the visitor economy is one of the key drivers in the creation of jobs and prosperity for the district. I am delighted to see the Heart of Yorkshire launching today and look forward to the positives that it will deliver.”

Grace Chapman, Selby District Visitor Economy Advisory Board Member and Community Engagement Officer at Selby Abbey, said:

“As a district, we offer a warm and genuine welcome, as well as authentic and exciting product.

“The ‘Heart of Yorkshire’ will ensure that Selby District stands out for all the right reasons and that many new visitors will want to come and find out more. Not only will we connect more people to their home, we will attract new visitors and positively influence perceptions of the district, amongst local and national audiences."

And Vanessa Cook, owner of Stillingfleet Lodge Gardens and member of the Selby District Visitor Economy Advisory Board, had this to say:

“With the new Heart of Yorkshire identity, social media channels and website, we will collectively tell a very compelling story around our district’s visitor and cultural offer and really shine a spotlight on our area.

“We have a lot to look forward to and I would encourage everyone to spend time in our district and for locals to really discover what we have on our own doorstep.”


For more information contact:
Jennie Lowthian, Tourism Development Officer, 01757 292336 or visit Explore Heart of Yorkshire.



Notes to Editors:

Selby District Visitor Economy Advisory Board is made up of representatives from across the visitor and hospitality sectors in Selby District, including The Drover’s Arms, Stillingfleet Lodge Gardens, The Dovecote Barns, The Escapologist, Selby Abbey, Yorkshire Paintball Centre, Drax, Carlton Towers and Towton Battlefield Society. It was formulated to provide oversight of the Selby District Visitor Economy Strategy, to develop ambassadors for the Selby district visitor offer and to provide guardianship for the Heart of Yorkshire brand identity.
is now live, showcasing all there is to see and do across the Selby District. It shares inspiration and ideas for days out, ways to spend quality time together, where to enjoy food and drink across the district, information about events that are taking place and, of course, where to stay with links to accommodation options.

Social Media
Brand new Explore Heart of Yorkshire social media channels are also now active to showcase the district and to keep Heart of Yorkshire at the forefront of people’s minds:

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The Cambridge Model Economic Impact of Tourism report for 2019, commissioned by Selby District Council, and undertaken by Tourism South East, states that:

  • In 2019, tourism was worth £187.4m to Selby District (Up 15% on 2018)
  • 310,000 overnight tourism trips were made to Selby District in 2019 (Up 6% on 2018)
  • 2.4 million tourism day trips were made to Selby District (Up 26% on 2018)
  • 3,219 FTE tourism jobs directly supported in Selby District (Up 15% on 2018)