Visit York's Mission, Vision and Values

Visit York's Mission

Our mission is to provide inspirational leadership for York tourism, delivering exceptional benefits to its customers.

Visit York's Vision

Our vision is to deliver long-term and sustainable growth in the value of the visitor economy, for the benefit of visitors, businesses and residents by:

• Building on York’s distinctiveness
• Enhancing the quality of the visitor experience
• Promoting York as a world-class visitor destination

Visit York’s Core Values

At Visit York, we share common values that remain constant and influence everything we do:

• We respect and value our customers, members, partners and residents of York.
• We strive to enhance quality in everything we do.
• We inspire a positive, productive and creative working environment.
• We celebrate success and recognise the people who help us achieve it.
• We are committed to reducing the environmental impact of tourism.

Visit York’s Core Objectives

Visit York has five key company objectives that we use to measure our success:

• To position York as a leading domestic and international visitor destination.
• To generate, support and manage investment in tourism in York and the surrounding area.
• To deliver from our activities an enhanced and sustainable return on investment for all our stakeholders.
• To operate a commercially successful business and develop the company’s corporate social responsibilities.
• To contribute fully to the development of the economy of York and Yorkshire.