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Tourism Intelligence – July 2017

In July, the York Pass launched its new website, which has led to even greater sales growth off the back of an already successful year. In fact, there were more York Passes sold in July 2017 than in any other July for at least the last 5 years. This has contributed to a 29% uplift in visits to York’s attractions made with a York Pass compared to July 2016, with 12,192 visits to attractions made by a York Pass holder (or 4% of all attraction visits).

The attractions also reported strong visitor numbers, with more than 300,000 visitors welcomed to York’s small and large attractions in July 2017, 9% higher than the same month in 2016. Both the large and small attractions groups saw increased visitor numbers, with the large attractions reporting figures 8% higher than this time last year and the small attractions welcoming 19% more visitors. One notable success story is the Merchant Adventurers’ Hall: for the third month in a row they reported highest visitor numbers, with the new entrance, café and shop all contributing.

Hotels reported a small dip in the proportion of rooms occupied in July with a dip of 2% vs July 2016. However, at 88% of hotel rooms occupied, this figure still remains above average for this time of year. Average room rates were not affected by this dip, and grew by 3% vs July 2016, to £118.70, and as a result the revenue per available also grew, up 1% year-on-year. (n.b. hotel data is still provisional at the time of writing)

The Visit York Information Centre welcomed 41,595 customers in July. This was 3% lower than in July 2016, but despite this overall drop for the month, the first week of the summer holidays were very successful and the team achieved a record day for sales as schools broke up for the holidays. As in the Visit York Information Centre, city centre footfall also declined slightly, with footfall 1% lower around the centre of York compared to July 2016.

As Visit York’s digital team work hard on the new website, sessions on the current site are dropping and were 10% below the number seen in July 2017 with 41 accommodation bookings made through The mobile site continues to get new users, with sessions up 23% year-on-year and now accounting for 30% of all sessions across any platform. However, growth in the mobile site is still not quite strong enough to balance out the losses for the desktop version of the current website.

In the summer of 2016, record numbers of conference enquiries were generated by VisitYork4Meetings and this year’s enquiries have not managed to sustain the heights achieved last year. The team generated 22 enquiries in July 2017, and converted 4 enquiries into confirmed bookings.

Summary for July 2017
• 88% of hotel rooms occupied (provisional)
• £18.70 average hotel room rate (provisional)
• 300,475,229 visits to attractions
• 12,192 visits to attractions using a York Pass
• 22 conference and event enquiries came in to the VisitYork4Meetings conference desk
• 124,999 sessions on (including on the mobile site) and 41 accommodation bookings made through
• 41,595 customers through the Visit York Information Centre

To find out any more about our Research and Insights or for specific tourism intelligence enquiries, contact Make It York’s Senior Research and Insight Executive, Zoe Rawson Email: