Tourism strategy sets out a bold new vision for York

A new 8-year tourism strategy for York has been officially adopted by the City of York Council.

The York Tourism Advisory Board, chaired by Dr Brendan Paddison, Associate Professor and Interim Dean of York Business School, has been working on the development of a new Tourism Strategy for York, following extensive consultation with stakeholders from across the city and the wider region.

From promoting regenerative practices, to enhancing the wellbeing of the city's communities through tourism, the York Tourism Strategy is a comprehensive framework that aims to ensure that tourism becomes a force for positive change, contributing to the city's prosperity and wellbeing.

The new strategy is focused on 5 key priorities with specific ambitions for the city. These are:

• A Regenerative Visitor Economy: York is a responsible, robust and profitable destination with a regenerative visitor economy.
  
  
• Green York: Our businesses and visitors' commitment proactively contributes to York's transition to net zero carbon emissions by 2030.
  
  
• 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.
  
  
• 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.
  
• 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.

York welcomes 8.9 million visitors annually, contributing £1.73 billion to the local economy and supporting over 17,000 jobs. It also welcomes over 300,000 conference and event delegates on a yearly basis.

Research conducted by York St John University's Business School into the economic and social impacts of tourism supported has the development of the new collaborative strategy, working alongside businesses, the City Council, third sector organisations and residents.

Dr Brendan Paddison said that the new strategy would transform York's approach to tourism.

"Universities play an important role in facilitating collaborations between academia, industry, government, and community stakeholders," said Brendan.

"By serving as dynamic hubs that bring together diverse perspectives and expertise, universities can drive innovation, tackle complex societal challenges, and facilitate knowledge exchange that can benefit all stakeholders involved.

"Through the York Tourism Advisory Board, York Business School has supported the development of a new approach for engagement by placing local stakeholders at the centre of the City's approach to tourism.

"The new strategy will ensure the city becomes a world-leader in regenerative tourism, that it grows and diversifies its offer responsibly, and that the city maximises tourism's contribution to the economy, employment and quality of life in York and beyond."

The York Tourism Advisory Board continues to meet monthly. If you would like to know more about the Advisory Board, please email Dr Brendan Paddison.

Read the York Tourism Strategy. A vision for tourism in York: 2032.

Learn more about the York St John University's Visitor Economy and Experience Research Group, led by Dr Paddison, which offers important insights into tourism experience, tourism education and mindful strategies.

Learn more about York St John University's Business School.