Visit York Tourism Conference 2026 hears of plans for year

Sarah Loftus, Managing Director of Make It York, highlighted the promotional body’s  York’s achievements for 2025 and gave a review of the organisation’s progress over the past year.

The city, she said, received 9.4million visitors in 2024, compared to 9million in 2023. STEAM data says 1.3million came from abroad, generating a £500m impact.

Since April 2025, visit York’s social media content reached 15.8 million people, an increase of 8%, and the visityork.org website attained 3.2 million views by 1.1 million users.  

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Building on this momentum, Visit York delivered four marketing campaigns across the year, each generating an average of 1.6 million impressions.

Alongside this were major events such as the York Ice Trail, the York Christmas Market, which continues to grow with 1.2 million visitors and 37% staying overnight.

The Shambles Market reports a major increase in visitor numbers and a growth strategy for it will be rolled out over the coming years.

York had a 22% increase in applications to film in the city in 2025, including the BBC’s ‘Michael Portillo’s 200 Years of the Railway’; Channel 5’s ‘Our Great Yorkshire Life’; and Channel 4’s ‘Patience’, ‘Top of the Stops’ and ‘Four In a Bed’.

Looking ahead, Visit York plans five marketing campaigns, highlighting everything from the city’s rich heritage, including chocolate and ghostly tales, to independent retail and attractions that can be discovered throughout the year.

Visit York will continue to promote the city at trade and consumer events, and working with North Yorkshire Council and the county’s attractions and businesses.

Further festivals are planned, including The York Residents Festival, York Ice Trail, and a new York walking trail will be unveiled. Plans are already underway for this year’s Christmas Market.

In addition, there will be the family-themed Seaside in the City event in August, the Yorkshire Day Market will return, along with Wizardfest and a Halloween night time market.

2026 will also see a ceramics-themed trail Eggsplore York, the UNESCO Coty of Media Arts Expo and the Aesthetica Film Fesival.

Sarah Loftus, Managing Director of Make It York, said:  ”The Visit York Tourism Conference is a pivotal event that brings together York’s industry leaders and businesses, both small and big, to shape the future of York’s tourism sector.

“By fostering these collaboration and sharing insights, our conference plays a key role in promoting York as a top global destination. As the only self-financing DMO [Destination Marketing Organisation] in the country, it’s all thanks to our members, partners and stakeholders that we can continue to ensure the city’s continued success in a competitive tourism landscape.”

A recording of the conference will be made available soon at: https://visityork.org/members/events/visit-york-tourism-conference