THE CEO of Welcome to Yorkshire is set to step down after almost two years in the role.

Chief Executive James Mason is leaving for a new position in the New Year.

The board said it will be looking at the "next steps for Welcome to Yorkshire" with Mr Mason staying in the post until October 22, 2021.

Before starting his new role, Mr Mason will follow a personal mission inspired by his own mother's experience and expand a Dementia Cafe he set up in Bradford.

The cafe - a dementia group which supports individuals and their families living with the disease - launched in 2018.

Peter Box CBE, Chair of Welcome to Yorkshire, said: “We would like to thank James for the commitment and energy he has demonstrated during a particularly turbulent time for tourism and for the organisation.

"When James joined as chief executive almost two years ago there were many challenges to deal with.

"A positive plan was put in place to continue showcasing Yorkshire to the world and despite the COVID-19 pandemic adding a new and unexpected level of challenges for the tourism industry, James tackled all issues head-on and worked tirelessly.

"He embraced all aspects of the role passionately and with creativity. A board meeting will be arranged to discuss the next steps for Welcome to Yorkshire. We would like to wish James and his family well for the future."

Reflecting on his time in the role, the CEO said: I’m honoured to have held this position and to lead a team of talented hard-working people. I’d like to express my gratitude to them all along with the many wonderful people across Yorkshire I’ve met in this role.

"It has been a privilege to work with you all, to promote Yorkshire to the world and stand shoulder to shoulder with you through a pandemic. I only wish the organisation well going forward and most importantly the thousands of businesses that make Yorkshire so unique.

Whilst working under difficult conditions at times, there is lots we can be proud of, such as the much-loved ‘Walkshire’ campaign, the launch of a personal membership and tree planting scheme, as well as the implementation of a Tourism Recovery Plan."

He added: "The brief when I joined was to guide Welcome to Yorkshire towards steadier waters and drastically reduce costs. We achieved this despite all the restrictions we faced and never stopped innovating or striving for excellence. I’d like to thank everyone for their involvement in trying to bring the Tour de Yorkshire back especially our local authority partners with their continued commitment. These high-profile events will return to the region when the time is right."


“The decision to leave wasn’t an easy one as I have really enjoyed the role but I’m excited about putting my energy into my new role. I will of course be committed to Welcome to Yorkshire and the staff until I leave before investing some time expanding ‘Bradford Memories’, a dementia group supporting individuals and their families living with the disease, as my mother does. Who knows, perhaps we can launch ‘Yorkshire Memories’. Watch this space…”