Our thanks to Geoff (author of Geoff’s Walks – regularly updated) for this:-
“The offer HERE may be of interest to residents as well as summer visitors. The offer is genuine and does work as I have used it myself.
For £28 instead of the usual £56 you can get a voucher for a day return ticket for two adults and two children (4-15 years inclusive) to travel between Pickering and Whitby (or vice versa) and visit any of the stations in between, including Goathland of ‘Heartbeat’ fame. Print the voucher and hand it in at the ticket office at the station. Simple.