How York is battling to lure the tourists

THE tourism industry is second to none in its importance to the ongoing prosperity of York - and all possible steps must be taken to cherish and encourage it. The long list of problems York has suffered makes grim reading.

The combined impact of petrol shortages, the floods, the Hatfield and Heck train disasters, foot and mouth disease and the terrorist atrocity on September 11 in the USA poses an immense challenge to the industry in York.

For potential visitors, especially from overseas, York is the most recognised name after London and Edinburgh.

While the floods did do damage locally, the worst of the devastation was to the south - but try telling that to the media, especially in America.

Tourism generates 10,000 jobs, enormous business for our many market-leading attractions, our hotels and bed and breakfast providers, our retailers, trains, buses and boats.

York's millions of visitors spend about a quarter of a billion pounds a year and there is no doubting the benefits of that when we see the quality and range of shops in and around the city.

No surprise then that nearly one in ten of all local jobs depends on tourism and that it is by far the largest employer.

The UK tourist industry is Britain's second largest earner of foreign currency and York has long been a "must" for international tourists. But September 11 and its aftermath has challenged York's prime position and the industry is doing all it can to overcome this most recent threat.

But there are other threats and risks to confront including intense competition, locally, nationally and from abroad to attract tourists and visitors away from York and the industry's 10,000 jobs. There are more holders of UK passports than there are of US passports - and America has a population nearly five times larger! It was always a challenge to attract Americans away from their shores - now it's a real battle. Setting aside the UK's unique climate, every town and city in the country has one thing in common - to win visits from people who might have come to York.

Two of this year's 'attraction success' stories involve the Rotherham Magna Science Adventure Centre and the media campaign to lure us to the Commonwealth Games in Manchester next year.

There is a long history of under-recognition and under-funding by Government. Not only of businesses that have suffered because of, for example, foot and mouth, but also of investment in promotion and marketing to arrest downturn and stimulate recovery. We must all hope that Yorkshire Forward (our Development Agency) and the Yorkshire Tourist Board increase their commitment and financial support to the largest contributor to our economy.

It is only fair, for instance, that Derby, with its dependence on the Rolls-Royce aero-engine industry, is likely to attract Government funds - many millions of pounds - as orders and jobs melted away after September 11.

But it is only fair too that York receives the same. When York's largest wealth-provider catches a cold, or perhaps worse, everywhere else in our region sneezes hard and often. As David Brooks, head of the Dean Court Hotel, has suggested, UK Tourism Ltd deserves its own Government department. Its HQ should be in York.

We must thoroughly anticipate and overcome avoidable suffering such as the A64 Copmanthorpe chaos.

Lessons must be learnt about consultation and about getting priorities right for our residents and our visitors.

Enough of the threats and dangers - the good news is the strength and talent of the York tourist team.

Last Friday, at the York Tourism Bureau awards ceremony, ingredients of enterprise, energy and customer care were so much on display that, if you could bottle them as the Essence of York, we would have another brand name to add to the city's long list of market leaders. Much is already being done.

The Live The History campaign aims to give York a bright new image; one that emphasises its historical and architectural riches but also portrays it as the vibrant, happening city it is.

Special campaigns have been launched promoting the city in European countries such as Holland, Germany and Belgium, from where we are easily accessible by ferry.

A city breaks promotional campaign is under way in countries such as France and America, and media coverage of York has been stepped up all over the world. But we cannot afford to rest on our laurels. York's Tourism Bureau has over 450 members - all with a string of reasons to encourage visitors, especially those who can stay for a night or nights and really get the most from their visit.

What makes York so special is that one in every five of our four million visitors is from abroad and more than a quarter of a million from the US. As Gillian Cruddas, Head of the York Tourism Bureau says: "York sums up everything Americans think about Britain".

We don't want that thinking to include floods, foot and mouth and traffic chaos. Our visitors are our economic lifeblood and are so very welcome. Despite all, York never closed - it's truly open for business.

Updated: 11:10 Tuesday, November 13, 2001