EU Referendum Date: 30 June 2016
Response from Kate McMullen
Head of Tourism, Make It York
Dear Visit York Member
Following the result of the EU referendum we would like to reassure our valued members that our campaign activity in Europe and beyond will continue. Britain is one of the world’s most popular tourist destinations and according to statistics from VisitBritain, 2015 was a record-breaker for international visits with more than 36 million visitors exploring our nations and regions.
In 2015, visits from the EU accounted for more than two thirds (67%) of all of Britain’s inbound visits, and just under half of spending (44%). Visit Britain predicts that 2016 will be another record-breaking year for growth from inbound tourism, and has recently launched its largest domestic and international marketing campaigns for 2016, including across three of the largest and most valuable markets - France, Germany and the US to promote the UK as the ‘Home of Amazing Moments.’ We will continue to ensure that York benefits from their campaigns.
Closer to home Make It York’s new tourism campaign – ‘York- the original city adventure’, is the largest domestic campaign we’ve ever run. We’ve already seen posters on the London Underground, a brand new video and social media campaign as well as a stand-alone supplement in the Sunday Times.
On the International front we have also led on a campaign, supported by the Northern Tourism Growth Fund, to market the city in Europe and across our key long haul markets. This included: travel trade exhibitions, consumer advertising, partnerships with carriers and operators; examples being P&O, Thomas Cook Airlines and STA Travel and a brand new online travel trade toolkit.
Tourism in York delivers over 100,000 visitors from Europe each year, primarily from Germany, France, the Netherlands and Spain, which makes a significant impact on the local economy. Over half of those traveling from overseas come from Europe, the rest from the United States, Australia and the rest of the world. We are anticipating a strong summer holiday season and value the contribution you are making to convince people to book a holiday in York and Yorkshire. A reminder that you use our new video and share this link: http://bit.ly/25juYDZ
It is now even more crucial for York to maintain and grow strong relationships with Europe, both for tourism and for international trade, and to offer the warmest of welcomes. Our priority will continue be to strengthen relationships with the inbound tourism sector as a whole. In close contact with partners VisitBritain and the travel trade we will be monitoring developments and impact on tourism closely and we welcome any feedback from our members. If you have any questions in regard to our activity in Europe and the impact on tourism, please don’t hesitate to get in touch.
Kate McMullen - Head of Tourism – Make It York