Great British Bake Off Winner Joins as Star Ingredient in New Yorkshire Coast Campaign

22 Apr 2024

We already know that we live in the finest foodie county with the best Yorkshire restaurants right on our doorsteps. But in a further attempt to promote the region as a premier UK food and travel destination, Great British Bake Off (GBBO) winner David Atherton is the face of the new ‘Route YC’ campaign.

The GBBO season ten champion has returned home, partnering with the team behind Yorkshire’s ultimate road trip, ‘Route YC,’ to highlight the Yorkshire Coast as a must-visit spot for short breaks and day trips in 2024.

From the best seafood restaurants and cosy cafes to gastro pubs and an iconic family bakery, David is embracing the challenge of showcasing the best of Yorkshire Coast hospitality to food enthusiasts across the county.

Route YC takes you through six destinations along the Yorkshire Coast, from Spurn Point to Whitby, including the golden sandy beaches of Hornsea and Bridlington, plus Scarborough, Filey, and Withernsea.


David, who hails from Ruswarp near Whitby, is devoted to promoting local, seasonal food and drink and the best Yorkshire restaurants from his beloved Yorkshire Coast. He’s also a dog owner, and his three-year-old rescue pup, Kai, will join him as he explores the region’s top dog-friendly spots.

Reflecting on his role in Route YC’s new campaign for 2024, David shared his enthusiasm, saying:

“I love my hometown of Whitby and take every opportunity to visit my family.

“Route YC is a true celebration of the best the Yorkshire coastline has to offer and has given me the chance to explore a new range of places to eat and drink that I hadn’t tried before. There are so many great places to explore along the Yorkshire Coast, but I was surprised how many serve amazing local food and drink and are dog-friendly.

“However you like to travel, whether it’s walking, cycling, or even outdoor swimming, you’ll find loads of places to re-energise for the next leg of your trip. I can’t wait to get back and explore another Route YC adventure.”

 David and the Route YC team are inspiring visitors to craft their own culinary journey across the Yorkshire Coast and countryside, spotlighting hotels and restaurants that welcome pets.

Kerry Carruthers, CEO of Route YC, commented:

“We’re so excited to be teaming up with GBBO winner David Atherton as part of our new campaign for 2024. He’s the star ingredient to help us make the Yorkshire Coast a real showstopper for the nation’s foodies and their four-legged friends this year.

“Whether you’re looking for a short break or a day trip to Route YC, you can now create your own culinary and dog-friendly adventure around the Yorkshire Coast and countryside with top tips from David and Kai. We’ve created a mouth-watering menu of foodie hotspots to choose from that we know will get your dog’s tail wagging too.”

Route YC is a project funded, managed, and owned by Yorkshire Coast BID (Destination Business Improvement District). It collaborates with over 250 tourism, leisure, and hospitality businesses, as well as local community groups and industry partners, to attract visitors and stimulate the local economy.

For more details about Route YC, visit

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