The World of James Herriot was set up in 1999 by Hambleton District Council and reverted to private ownership in 2011 led by Ian Ashton and supported by the famous author's son and daughter. The regeneration of the attraction has seen year-on-year increases in visitors - up from 15k in 2011 to 30K in 2017.

GP has been working with managing director Ian Ashton to implement a series of activities that have helped the attraction to achieve these increases. The work includes:

• Sales calls and visits to group tour operators
• Support in the development of the World of James Herriot iPhone App
• Coordinating the marketing and PR activities with the Centre’s webmaster
• Issue of all news releases and media contacts on behalf of the attraction and the Herriot tourism Group for which Ian is chairman.
• Liaison with third-party operators for deals and offers
• Arranging strategic partnerships with the Wensleydale Railway and Tennants Garden Rooms, Leyburn to attract the groups market
• Attendance and follow up at major group travel exhibitions

An initiative to develop a statue in memory of James Herriot launched in 2014 with several fundraising initiatives including a black tie dinner attended by actor Christopher Timothy who was in the All Creatures Great & Small TV series and which culminated in the statue's installation in the gardens of the Centre. The official unveiling was conducted by James Berresford, chief executive of VisitEngland. This campaign not only reaches the tourism visitors for the Centre but also positions it for PR purposes into a broader market of awareness through veterinary practices and corporate businesses that supply vets plus local and regional with good cause awareness. The James Herriot Foundation Trust has now been established in order to provide bursary awards for people wishing to become veterinary nurses and GP has assisted in the establishment of two major sponsors for the Trust

Other initiatives include assisting with several regional and national awards including the Welcome to Yorkshire and VisitEngland Visitor Attraction of the Year Awards.

John Gallery is vice-chairman of the Herriot Country Tourism Group

Contact for reference: Ian Ashton, managing director, The World of James Herriot:

• Tel: 01845 524234 Mobile: 07836 737267 E-mail: ian.ashton@hotmail.co.uk