This extra spend follows a successful PR campaign started last year, when a similar spend on promotion brought in an estimated £18m in extra revenue to the region's economy.
PR, as with the previous campaign, will be handled by the in-house teams of the county's regional development agency, Yorkshire Forward, and the Yorkshire Tourist Board.
YF is currently on the hunt for an agency to handle the bulk of the marketing and advertising work.
According to YF marketing, press and PR head Theresa Lindsay, this latest PR push will launch at the end of the year.
Last year's campaign promoted the area as ideal for short breaks. It is estimated the campaign has already helped to bring in 57,000 extra visitors.