People living in the south of England are being urged to come to Yorkshire for their holidays.

The regional development agency, Yorkshire Forward, is paying for a campaign to coax southerners to the region.

Television advertisements start on Boxing Day in the Midlands and London.

Theresa Lindsay, Yorkshire Forward's head of marketing and communications said: "Our aim is to encourage day trips and short breaks to Britain's biggest county and put Yorkshire firmly on the map for the 2003 holiday season.

"The campaign will reach well over 20 million people, and builds on the success of last year's campaign creating longer-term initiatives to ensure the future of the region's rural economy."