A glorious summer may be a boost to tourism, says DAVID ANDREWS, chief executive of the York-based Yorkshire Tourist Board, but there is far more to York's success than sunshine.

ONE OF the things I love about York in summer is the atmosphere.

Walking through the city, nostrils quivering at the aromas wafting from the stalls in a French or farmers' market, or toes set tapping to the eclectic rhythms of a band performing beneath the trees in Parliament Street.

Provided, of course, the weather is fine. If not, then the picture is a bit different.

Above all other industries, tourism is the most affected by the weather. A glorious summer certainly makes Yorkshire a much more attractive destination for domestic visitors.

Forecasts for last year indicated the number of overseas visitors to Yorkshire would reach 350,000 an increase of 1.9 per cent on 2002 and the value of overseas tourism to North Yorkshire rose by 1.5 per cent to more than £96 million.

When the 2003 figures are released in June, we shall see if last year's glorious summer gives these forecasts an extra boost.

A further increase of 3.3 per cent is forecast for this year to take the total of overseas visitors to almost 360,000 with a 3.4 per cent increase in value taking the total to £100 million.

Similarly the value of domestic tourism to North Yorkshire is forecast to grow by 2.1 per cent in 2003 to more than £1.9 billion, with an increase of 4.1 per cent in 2004 to reach just below £2 billion.

However, tourism in York is not entirely dependent on the weather. Once again York's Roman heritage has given it a leg up in the tourism marketing stakes.

The latest Hollywood blockbuster from Buena Vista International releases in July. The topic: King Arthur.

At first glance this is unlikely to benefit us, except perhaps for Richmond Castle, where legend has it King Arthur and his knights lie sleeping in a tomb beneath the ancient Keep.

However, thanks to the production company's wish to maintain "historical accuracy" a great deal of reference is made to late Roman Britain and that is something we have in droves here in York.

Work is under way with Buena Vista to create a new England Movie Map, for distribution both at home and overseas in association with the launch of the film, based on Roman Britain and the Arthurian legend and York is set to feature.

The considerable marketing and PR funds invested in promoting the film both abroad and in the UK will directly benefit York as will the tourism promotion that accompanies it.

A film company like Buena Vista, an arm of the Disney Group, will invest more in promoting this film than Yorkshire could hope to spend on marketing in a whole year.

The city's past is the key to its future and not, luckily for York, the English weather.

Updated: 09:20 Tuesday, June 01, 2004