A BUSINESS masterclass is set to help burgeoning tourism commerce in Yorkshire.

The event, to be held at Yorkshire Tourist Board's (YTB) 2008 conference at York Racecourse on Tuesday, February 19, will offer an in-depth look at various areas of business management, including crisis PR and the "power of branding" for tourism businesses in Yorkshire.

The masterclass is part of Yorkshire's Marketing Strategy - Bold Vision, Bright Future - which is aiming to increase the value of tourism earnings in Yorkshire and Humber by £5.9 billion per annum by 2010.

A host of high-profile speakers including Christopher Rodrigues, chairman of VisitBritain, and Chris Pilling, chief executive of First Direct, will give presentations on skills needed for business.

Simon Woodroffe, founder of Yotel, based at Gatwick Airport, will present a keynote speech, to be delivered by Linda Pollard, deputy chairman of Yorkshire Forward.

Marketing director at YTB, Joanna Royle, said the conference would be a fantastic opportunity for tourism businesses to develop the skills that they are going to need for the future.

"This event is an essential resource for all tourism businesses and anyone associated with tourism to prepare for the future and learn the skills that they are going to need," she said.

"There is an excellent variety of speakers scheduled to appear who will touch upon key topics which will help to prepare the industry to face the challenges of the future with confidence."

"The event should be very rewarding and captivating for all who attend."

The conference, entitled Building A Bright Future will also focus on the steps being taken to achieve the objectives of Yorkshire's Marketing Strategy - Bold Vision, Bright Future, which takes the strategic direction of the region's marketing activity through until the year 2010; aiming to achieve an increase in the value of tourism earnings in Yorkshire and Humber by five per cent per annum to £5.9 billion.

Judith Donovan, chairman of the Yorkshire Tourist Board, said: "With the Yorkshire Forward tourism review in full swing and the impending changes and tweaks to the tourism delivery structure, it is important to remain focussed on the region's target which is to increase the value of tourism by five per cent per annum.

"The conference will focus on the management and manipulation of our markets through engaging and innovative marketing, branding and service."

YTB is the official tourism marketing agency for Yorkshire and the Humber region, supported by regional development agency, Yorkshire Forward. It represents and helps generate sustainable business for the region's tourism industry, an industry responsible for over 165,000 jobs and worth in excess of £4.1 billion to the region annually.

For more information on the Yorkshire Tourism Conference 2008, phone Alison Ruddick at YTB on 01904 773333 or email aruddick@ytb.org.uk