FROM virtual reality to James Herriot the future of the tourism experience is under the microscope at an upcoming event.

Ian Ashton managing director of the the World of James Herriot in Thirsk, is one of the speakers at the Tourism Society Yorkshire conference at Bedern Hall in York on September 14. He will be presenting the traditional approach to tourism as he explains the regeneration of the attraction since taking it into private ownership in 2012 and how personal connections and live experiences are helping it grow.

Richard Bryan, managing director of York-based Qa Research will be putting forward new approaches after carrying out research at visitor attractions around the country into experiences of and approach to virtual reality and augmented reality.

Tourism Society Yorkshire chairman John Gallery said: "This conference is a timely opportunity for businesses to learn from the experiences of others and examine their own ways of staying ahead as the fast pace of technology-based experiences grows."