SEVERAL local ventures are celebrating after scooping the Yorkshire Tourist Board's White Rose Awards.

The Yorkshire Dales Joint Promotions Initiative - a unique marketing project - won the tourist destination of the year award.

Spearheaded by Craven and Richmondshire District Councils, the initiative aims to promote the Dales as a single geographical entity.

However, a strong message is also given out about caring for the environment and developing a sustainable tourism industry.

The judges felt the initiative was a superb example of how joint co-operation could benefit an area.

"The award, not only represents the special affection in which the Yorkshire Dales are held, but also recognises the hard work of everyone involved," said Coun Joan Ibbotson, chairman of Craven's economic and development committee.

"The award will help to fuel the continued impetus of this exciting initiative which the council hopes will continue to have long-term benefits for the Yorkshire Dales," she added.

Another award winner was Scalegill at Kirkby Malham, which scooped the Self-Catering Holiday of the Year award.

The complex was bought by David and Pam Hall in 1994 and they spent a year making improvements.

"We are absolutely delighted to have won," said Mrs Hall. "We first entered the Yorkshire Tourist Board's competition three years ago as newcomers and were highly commended.

"Last year we entered the self-catering category and again were highly commended before becoming outright winners this year," she added.

The judges said it was a beautifully presented operation, which was very true to its area.

Winning the tourism and environment award was the Yorkshire Dales Millennium Trust, an independent registered charity based at Clapham.

It was established to enhance the landscape, wildlife and community facilities of the Dales, and the judges were impressed with the progress it had made during its first year.

They also praised the trust's use of millennium funding, saying its broadbase had fired local imagination.

And the Bolton Abbey Estate was highly commended in two categories - tourism and the environment, and tourism for all.

Comprising 30,000 acres, the estate had demonstrated its commitment to caring for the environment, involving and educating visitors and residents in its work.

The judges said the estate had also shown a clear public commitment to provide accessibility and catering for visitors with special needs.

They were particularly impressed with the estate's liaison with local groups to help field test new initiatives.

The awards recognise excellence in the tourist industry which is worth £2 billion to the region annually. Standards are said to be extremely high and competition fierce.

"The main aim is to offer the very best to the visitors in terms of quality and value," said YTB chief executive Brian Handley.

The board's chairman, Coun David Gemmell presented the successful businesses with plaques. They will also enjoy free entry on the YTB website, free membership of the board for one year and inclusion in a press trip for travel writers from across the UK.

Now 10 of the 13 categories will go forward to the national England for Excellence awards which will be announced in the autumn.

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