VISITOR numbers at one of North Yorkshire’s biggest tourist attractions have fallen by 35 per cent.

Only 8,500 people have been through the doors of The World of James Herriot in Thirsk so far this year, compared with 13,000 in the same period in 2010.

Now a series of measures have been put in place in a bid to reverse the trend at the centre, which houses the largest veterinary collection in the UK as well as recreations of 1940s style rooms and tributes to the BBC TV series, All Creatures Great and Small.

Local people can now visit on “two for one” tickets, promotional deals have been set up with local newspapers and York-based Grand Central Railway, and new events are also in the pipeline.

From next week, the son of vet-turned-author Alf Wight is set to make regular appearances at the centre to sign a book he wrote about his father, The Real James Herriot.

A spokesman said Jim Wight would be in the centre from 11am to 12.30pm on August 16, 18 and 30; and September 1, 6, 8, 13 and 15.

Centre manager Phil Bustard claimed it was not alone in having seen a drop in custom. “Tourist attractions across the country are suffering from the economic downturn,” he said.

“We have got a series of exciting new measures all designed to enable the people of Hambleton and Richmondshire – the very people that have supported us since we opened – to visit us once more.

“But we also think a lot of people do not go to places on their doorsteps and we hope this two for one promotion will encourage them to come along and see what we have on offer.”

Local people will need to show proof of address to take advantage of the two for one offer.