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Benchmarking
Destination Benchmarking is a national scheme which measures and compares the performance of tourist destinations across the UK.
The aim is to encourage continuous improvement to meet best practice standards
As well as UK-wide comparisons, the benchmarking scheme also allows specific comparisons to be made with similar destination types or between those within the same region. In recent years, a number of destinations in Yorkshire have taken part in the scheme, including historic towns, cities, seaside resorts and market towns.
To find out more, you can read about the Kirklees Market Towns benchmarking case study.
“The results were really positive and extremely useful, identifying not just areas that we perform well in, but also areas that we could improve upon, and our competitors. We’re using this report to inform our visitor strategy and marketing activity; and perhaps most importantly, to help us to lobby for and inform investment in each destination.”
Jess Newbould, Senior Tourism Officer, Kirklees Council
You can take part in the National Destination Benchmarking Programme.
For more information, please email us (marketintelligence@ytb.org.uk) or call our team on 01904 773331.