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York’s new head of tourism has outlined her plans to refresh the way the city is sold to the world.

Sally Greenaway takes up the role within Make It York in February. She is currently loyalty marketing manager at Virgin Trains.

Prior to this Sally worked for Best Western Hotels for nine years, managing direct mail, partnerships and loyalty strategy.

Sally takes over from Kate McMullen who dedicated 17 years to promoting York and will soon take up a new marketing role with English Heritage.

Priorities for 2017

Sally’s current job is with Virgin Trains. Pictured – Sir Richard Branson on the first of the new Virgin Azuma trains coming to the East Coast Main Line from 2018. Photograph: Mikael Buck / Virgin Trains

With the city’s tourism sector in robust shape – both hotel occupancy and room rates are at an all-time high – Sally has outlined her initial aims.

“My priorities for 2017 will be to enhance York’s superb reputation, refresh all of our digital marketing platforms, invest time in meeting Visit York members, build on existing partnerships and explore new opportunities through high profile brands,” she said.

Sally added:

Throughout my career, I have always been fortunate enough to work in tourism for some fantastic brands, which have had a very close connection with the city.

Together with a passion for York and over 15 years’ experience of tourism marketing, I believe I can bring a wealth of knowledge and enthusiasm to ensure York is a continued success.

China links

Make It York MD Steve Brown. Photograph: YorkMix

She described York as a fabulous destination – and Make It York managing director Steve Brown welcomed her appointment.

“Her wealth of marketing experience and background in customer relationship management will be a great asset to tourism in York,” he said.

“Key tourism priorities in the New Year will include developing even stronger links with tour operators in China, increasing York’s online profile through national and international media outlets and a redevelopment of the city’s official tourism website.”

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