A new head of destination management has been appointed by Harrogate Borough Council.
Gemma Rio will create a new destination management organisation (DMO) for the Harrogate district, driving tourism among both leisure and business visitors.
The DMO will bring together Visit Harrogate, Harrogate Convention Centre’s marketing team, and the district’s tourist information centres. It will work with other public and business organisations including HBC, Harrogate BID and Think Harrogate, as well as sector-specific groups including Harrogate Hospitality and Tourism Association.
Gemma Rio, Harrogate Borough Council’s new head of destination marketing
Ms Rio, who joins HBC from Tees Valley Combined Authority, will take up the new role in early October. She said:
“The Harrogate district is home to some genuinely excellent visitor experiences and I’m delighted to have the opportunity to establish its new destination management organisation to ensure those experiences attract more and more high-spending visitors.
“This is undoubtedly a challenging time for the visitor economy but there are already promising signs of recovery in the Harrogate district, with the Visit Harrogate website seeing record web traffic in recent months.
“I’m looking forward to supporting the sector in navigating these uncertain times, maximising the opportunity in increased domestic travel, and preparing for what we hope will be a robust 2021 spring/summer season.”
‘Not financially sustainable’
Visit Harrogate was established in 2013 as the district’s first DMO, funded through HBC as well as selling private advertising space on its website and brochures. In a report to HBC’s cabinet in September 2019, it was recommended to create a new DMO combining its functions with others including marketing of HCC, operating Tourism Information Centres and more. The report said:
“To maintain the current structures for Destination Marketing and Visitor Services is not recommended. There is a need to streamline and update the Tourist Information Centres, the Convention Centre future business strategy requires the development of a convention bureau and the current Visit Harrogate model is not financially sustainable.”
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Ms Rio’s experience at Tees Valley included establishing the area’s first destination marketing service in more than seven years, as well as successfully bidding for a significant group game of the 2021 Rugby League World Cup. She has also developed a covid recovery programme for the Tees Valley visitor economy.
Prior to working in the North East, she worked at a senior level in an Australian economic development and destination management organisation. She also had roles in bringing business and leisure events to Townsville, North Queensland, to increase visitor expenditure in the area.
Paula Lorimer, director of Harrogate Convention Centre
Paula Lorimer, director of Harrogate Convention Centre, said:
“Gemma will bring a wealth of industry knowledge and experience having held leadership posts in destination marketing in Townsville Australia and as tourism manager at Tees Valley Combined Authority.
“I am sure the whole district will join me in welcoming Gemma and wish her every success here in Harrogate.”
A spokesperson from Harrogate Hospitality and Tourism Association said:
“Gemma’s appointment recognises the importance of a strong destination strategy for Harrogate district and can only be good news for the district’s hospitality sector, especially in the current economic climate.”
