A NEW Chief Executive has been appointed at Welcome to Yorkshire.

James Mason will join the organisation early in the New Year and brings with him experience in business growth, finance, marketing and public relations.

The 41-year-old, who was born and raised in Bradford, describes himself as a proud and passionate Yorkshireman who is looking forward to bringing some ‘energy and further creativity’ to the role.

The father of two is the former Chief Operating Officer of Bradford City Football Club and more recently Chief Operating Officer of global sports agency, First Point USA. He was previously a Broadcast Journalist at the BBC and in addition has established and grown a number of businesses.

Commenting on the appointment, he said: “I have been fortunate during my career to fulfil so many of my childhood dreams, from broadcasting on national radio and television, to running my beloved Bradford City Football Club.

"To lead an organisation responsible for putting Yorkshire on the world map is an honour. As anyone who knows me will tell you, I am enormously proud of my Yorkshire roots and I have continued to live in the county even when work has taken me around the globe.

“I’m looking forward to working with the team at Welcome to Yorkshire to continue to build this country’s reputation as the best place in the world to visit, live and work. I know the organisation has been through a challenging period and I understand the need for transparency going forward."

Peter Box, Chair of Welcome to Yorkshire said: "James is a passionate and proud Yorkshireman. He’ll be a hands-on CEO with strong values who brings with him a wealth of experience in business, marketing and public relations and will be a huge advocate not only for the organisation but for the county.

“This is a new start for Welcome to Yorkshire. I’m very much looking forward to working with James to build on the organisation’s foundations and lead us into a new and exciting future."