YORK must boast as many tourist attractions per square mile as any city in Europe.

From the two millennia of history visible in every streetscape to the young juggler in King's Square, there is too much for even the most ardent visitor to see and do in one trip.

So they are bound to come back. Aren't they?

Actually, no. The competition for the tourist pound is fierce; visitors may see the city once and never return. After all, there are other cathedrals, other museums, other shops away from York.

So if the architecture and the attractions cannot guarantee repeat business, what can? The people.

Everyone remembers a warm welcome. A place where you are made to feel at home, where you are treated to fine service with a genuine smile, is a place to which you will return.

Tourism, York's biggest employer, is all about people. Those who work in our shops, restaurants, hotels, pubs, museums and other services are our city's ambassadors.

That is why the winners of the York Hospitality Awards so deserve their honours. Our congratulations go to them all. They can take extra pride from the fact that the standard of entries this year was described as "fantastic".

Restaurant Rish stands out for becoming the first business to retain one of the "tourism Oscars" as employer of the year. A few larger companies might have something to learn from this small enterprise.

And Jeanette Hutchinson, of the York Marriott hotel, was a worthy first winner of the Evening Press-sponsored Customer Care award. The glowing testimonials she received from customers speak for themselves.

The tourist season proper is traditionally considered to start at Easter. It looks set to be a difficult year, with the war reducing the number of overseas visitors. But we can be confident that the people who are York's public face are more than up to the challenge.

Updated: 10:37 Tuesday, April 08, 2003