A DEBATE about tourism in a post-pandemic world will be the focus of a major conference in York early next year.

The Visit York Tourism Conference 2022 will ask what kind of tourism we want for the future and how can we get more from York’s visitor economy.

Businesses from across the city are invited to take part in the event at York Racecourse on Thursday, January 13 2022. Tickets are now available to book online.

The event will explore how we can maximise York’s potential as a creative, inclusive and innovative place to live and visit. 

Compered by BBC Look North and BBC Radio York presenter Clare Frisby, the event features a line- up of expert tourism speakers who will be welcomed by Sarah Loftus, the new managing director of Make It York.

These include Signe Jungersted and Peter Rømer Hansen, founding partners of Group NAO who will lead the debate on how we can build back better and ensure York's tourism industry creates value for the city beyond simply visitor numbers and visitor spend.

Group NAO have put together an in-depth report to explore the opportunities for York’s visitor economy, taking inspiration from cities across Europe.

Presenting on their findings, Signe and Peter will discuss how the industry can work together to develop and deliver a bigger, broader and bolder tourism strategy for the city post-covid.

Other speakers will include Richard Nicholls, head of research and forecasting at Visit Britain; and Aileen Crawford, head of tourism & conventions at Glasgow Convention Bureau.

A panel of tourism businesses including Abbi Ollive, head of marketing and sales at Castle Howard; Andrew Lowson, executive director at York BID; Rebecca Hill, managing director at Galtres Lodge; and a guest speaker from LNER, the event sponsor, will also share their vision for the visitor economy and how we take a more holistic approach to York as a destination.

Delegates will also hear the latest insights and market trends from Visit Britain on the return of international tourism and learn more from Glasgow Convention Bureau on how business tourism can take the lead on a city’s sustainability strategy.

Ashley Young, senior marketing and communications manager at Make It York, said: “We have a packed programme lined up for our next Visit York Tourism Conference, with insights from a range of expert speakers across the industry.

"Looking at how we maximise the value of our visitor economy will be key as we develop our tourism strategy post-covid and we are delighted to welcome Signe and Peter from Group NAO to present the findings from their recent research into the opportunities for York’s tourism industry.

"We will also be exploring key issues across the sector such as the return of international travel and how we ensure a sustainable approach to tourism.

"We look forward to bringing this event back for 2022 and welcoming businesses across the city to join us in the debate on how we create a bold vision for the future of the city’s tourism industry.”

Signe Jungersted said: “There is an important paradigm shift taking place in tourism these years, shifting from tourism as an isolated goal in itself to tourism as an integrated means to sustain better quality of life in the cities that welcome tourism.

"In interviews and discussions with representatives of York’s wider visitor and experience economy, it became clear that while most agree York has fared well through the crisis, there is a strong and shared ambition to take a leap further into the future and rebuild York’s visitor economy in a more sustainable and integrated way.”

LNER’S managing director David Horne said: “We are proud of the role LNER plays in York’s tourism industry, with our business delivering an annual contribution of more than £486 million to the Yorkshire and Humber economy.

"Our environmentally-friendly fleet of Azuma trains offer the most sustainable and enjoyable way for people to come and explore the great range of attractions, heritage and culture on offer. The Visit York Tourism Conference 2022 is an invaluable opportunity to come together and build on the great work already underway to attract even more people to come and experience York.”

Tickets for the conference can now be booked. They are free for Visit York members with additional tickets costing £35+VAT, and £55+VAT for non-members.