COOKING up a treat to bring foreign visitors flocking to York is this man's aim.

Michael Hjort, chef and owner of the city's Melton's and Melton's Too, was today joining Kay Hyde of the First Stop York partnership on a special mission to Europe.

Kay is flying the York flag overseas, and has just returned from a successful trip to Brussels to meet 80 Belgian journalists.

She said: "The feedback from the event in Brussels was excellent. Our reputation for world-class attractions is growing and the National Railway Museum's European Museum of the Year award last year has been a fantastic boost for York's image in Europe.

"We are building up some very good contacts with overseas journalists. By meeting the journalists face to face we can build on our relationships and this will undoubtedly increase the amount of media coverage gained for York."

Following September 11, the numbers of American visitors to York was expected to fall by at least 20 per cent, according to First Stop York projections.

The new European campaigns are to minimise potential damage to York's tourism industry this year.

Today Kay was setting off for Frankfurt to persuade up to 100 German journalists to write travel articles about York.

She explained: "As well as promoting the variety of attractions and things to see and do in the city we will be promoting this year's annual Festival of Food and Drink.

"Michael has kindly offered his culinary skills and will be demonstrating how to make the perfect bread-and-butter pudding."

After the German event, Kay will go to Amsterdam to meet more than 100 Dutch journalists.

She will be promoting York Tourism Bureau's new joint marketing initiative, "First Stop York By Ferry", which offers half price entry to city attractions and accommodation deals to anyone who travels to York by P&O North Sea Ferries from Belgium or the Netherlands between now and the end of March.

Tourism bureau chief executive Gillian Cruddas said: "The coverage York is getting in Europe is extremely positive and we're confident this will encourage more Europeans to visit this year."

Updated: 10:34 Monday, January 21, 2002