Eight-year strategy unveiled to ensure York ‘tourism becomes a force for positive change’

A new eight-year tourism strategy for York has been officially adopted by the City of York Council on behalf of the city 

The Covid-19 pandemic prompted a re-evaluation of global tourism, with York’s stakeholders exploring new approaches to create value beyond visitor volume.

In response, the York Tourism Advisory Board was relaunched in late 2020, bringing together over 60 stakeholders from across York and the wider region. It works in collaboration with Make It York, the City of York Council and York BID.  

The Tourism Advisory Board has been working on the development of a new tourism strategy for the city which sets out a bold new vision for tourism in York.

From promoting regenerative practices, to enhancing the wellbeing of York’s communities through tourism, the strategy is a comprehensive framework that aligns with the city’s values and aspirations.

By engaging with the people who call York home, local businesses, and cultural institutions, the aim is to ensure that tourism becomes a force for positive change, contributing to the city’s prosperity and wellbeing. 

This is a new era where tourism is not an isolated goal, but an integrated means to sustain an even better quality of life in the city. It commits to preserving York’s historical legacy while embracing future opportunities.

The strategy is focused on five key priorities which include: 

1. A Regenerative Visitor Economy: York is a responsible, robust and profitable destination with a regenerative visitor economy.  
2. Green York: Our businesses and visitors’ commitment proactively contributes to York’s transition to net zero carbon emissions by 2030.  
3. Culture: York is renowned for its heritage, culture and cutting-edge approach to creativity, which attracts cultural tourists and supports the city’s regenerative visitor economy.  
4. Residents and Localhood: Local people experience the very best of their city and wider region alongside its visitors, with tourism contributing to the quality of life in York and beyond.  
5. Skills and recruitment: The visitor economy is a first-choice career for school leavers and graduates, businesses invest in upskilling, apprenticeships, training and career development, and commitment to equality, diversity and inclusion.   

Sarah Loftus, managing director of Make It York, said:

“We are thrilled to share our vision for the city and to continue our commitment in promoting York and its surroundings as a wonderful place to live, work and visit. This strategy is essential, as it drives our work in York’s economic growth while enriching the cultural and social fabric of our community for both residents and visitors.”