THE rural economy of North Yorkshire needs revitalising to create jobs, according to research being pioneered by the county council.

Consultants have been brought in to set up workshops of small groups to brainstorm ideas including farm diversification, festivals and events, heritage, outdoor adventure and rural networks.

"There is no shortage of projects in North Yorkshire but there is a need for co-ordination and consolidation," said Gordon Gresty, the council's director of business and community services.

"Rural diversification needs to move away from traditional areas such as farmhouse bed and breakfast, and develop in line with an overall rural strategy."

Ideas put forward by members of the research group include developing shooting and fishing, expanding the use of the council's two outdoor activity centres and encouraging businesses to relocate in the countryside.

In its report, the research group said: "We need to attract knowledge-based industries to rural North Yorkshire which will provide high-quality, well-paid jobs."

However, it said the lack of affordable housing was holding back business expansion and had a negative impact on the retention of young people.

The New Rural Economy study is being funded by Yorkshire Forward, the Government Office for Yorkshire, and the county council.