20 Jun 2024
In a bold move to redefine tourism, the City of York Council has adopted an ambitious eight-year strategy designed to transform York into a model of sustainable and inclusive tourism.
The City of York Council has adopted an ambitious eight-year strategy designed to transform York into a model of sustainable and inclusive tourism. This isn't just about drawing more visitors; it's about making sure those visitors, and the tourism sector as a whole, contribute positively to York's vibrant community and environment.
The Covid-19 pandemic served as a wake-up call for global tourism, prompting York's stakeholders to think beyond sheer visitor numbers. The result? A re-energized York Tourism Advisory Board, relaunched in late 2020, now featuring a formidable alliance of over 60 local stakeholders. Together with Make It York, the City of York Council, and York BID, they're on a mission to ensure that tourism benefits everyone, from residents to local businesses and cultural institutions.
This strategy marks the dawn of a new era where tourism isn't just a standalone goal but a means to a better, more sustainable quality of life for York's residents. The plan emphasizes preserving York’s rich historical legacy while simultaneously embracing new opportunities for growth and innovation.
The strategy is built around five key priorities:
A Regenerative Visitor Economy: Positioning York as a responsible, resilient, and profitable destination with a regenerative visitor economy.
Green York: Committing businesses and visitors to help York achieve net zero carbon emissions by 2030.
Culture: Celebrating York's heritage and cutting-edge creativity to attract cultural tourists and support the city’s regenerative visitor economy.
Residents and Localhood: Ensuring that locals experience the best of York alongside visitors, with tourism enhancing the quality of life.
Skills and Recruitment: Making the visitor economy an attractive career path, with investments in training, apprenticeships, and a commitment to equality, diversity, and inclusion.
Sarah Loftus, managing director of Make It York, enthusiastically stated, “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.”
In short, York is not just rolling out the red carpet for tourists; it’s ensuring that everyone – from the cobblestone streets to the historic Minster – benefits from a brighter, greener, and more inclusive future.