Thursday, July 17, 2025
York’s tourism sector continued to flourish, with 2024 bringing another year of strong growth and surpassing the £2 billion concept in its impact on the local economy, reveals the latest STEAM report for the city, issued by Make It York. This is a 5.4% growth compared to last year and is an indication of the city’s tourism strength and its ability to get through post-pandemic challenges.
The Economic Impact of York’s Tourism
The STEAM report, which measures the economic impact of tourism in the city, shows that the tourism industry continues to be a significant contributor to York’s economy. In 2024, York’s tourism economy saw a growth rate of 5.4%, reaching an estimated £2.03 billion. This marks a notable increase compared to 2023, despite inflationary pressures that have affected real-term values. When adjusting for inflation, the actual economic impact was slightly down by 6.9% when compared to 2019, which had been the last pre-pandemic year.
The economic value of tourism in York is supported by several key sectors, with retail taking the largest share of the spending at 34%. Food and drink also saw substantial investment, accounting for 27% of the total expenditure. The report highlighted that the remaining 11% was spent on recreational activities and entertainment, while 3% was directed towards transport-related services.
Notably, overseas visitors played a vital role in driving York’s tourism economy, contributing nearly a quarter of the total impact. These international visitors injected £0.5 billion into York’s local economy, demonstrating the city’s strong global appeal and continued international interest.
Record Number of Staying Visitors
The number of visitors choosing to stay overnight in York has reached 1.7 million, a slight increase from the previous year. This growth is reflective of the city’s thriving tourism industry and its continued allure as a premier destination for both domestic and international visitors. The average length of stay for visitors also saw an uptick, now averaging 3.3 nights, further reinforcing the city’s appeal for longer visits.
In terms of accommodation, serviced hotels and other types of serviced accommodation continued to be the preferred choice for most visitors, with 54% opting for these facilities. Non-serviced accommodation also remained popular, though slightly behind in terms of visitor numbers.
Rising Day Visitor Economic Impact
While staying visitors continue to have the largest impact on the local economy, day visitors also contributed significantly in 2024. The economic impact from day visitors increased by 10.6% compared to 2023, reaching £0.89 billion. However, this was still down by 15.1% when compared to 2019, a sign that while the city is recovering, there are still some challenges in reaching pre-pandemic levels.
Despite this, the rise in day visitor numbers by 6% over the past year is an encouraging trend. It suggests that York’s appeal extends beyond those staying overnight, with many day visitors exploring the city’s rich history, heritage, and attractions.
A Boost in Employment and the Resilience of the Sector
In addition to its economic benefits, York’s tourism sector also provided direct and indirect employment to 16,788 Full-Time Equivalent (FTE) workers, a 4.8% increase from 2023. While this is an encouraging rise, it is still 8.8% lower than the employment numbers recorded in 2019, before the pandemic.
The growth in employment further highlights the vital role tourism plays in the local economy and the city’s resilience in recovering from the effects of COVID-19. The tourism sector not only provides a significant source of income but also creates numerous opportunities for local workers and businesses.
International Visitors Continue to Drive Growth
One of the most notable aspects of York’s tourism industry is its ongoing ability to attract international visitors. In 2024, international tourists made up 14% of the city’s total visitors, a strong performance that showcases York’s global reputation as a cultural and historic hub.
Among these overseas visitors, 43% chose to stay overnight, reinforcing York’s status as a key base for those exploring broader regions of the UK. This trend is particularly important as it demonstrates that the city’s tourism sector is not only attracting short-term visits but also encouraging longer stays, which are more beneficial to the local economy.
York’s Position as a Leading Destination
According to Make It York, the latest growth figures reaffirm York’s position as one of the UK’s leading destinations for both domestic and international visitors. The city’s remarkable recovery from the challenges posed by the pandemic highlights its enduring appeal and the efforts made by local businesses and tourism stakeholders to create exceptional experiences for all visitors.
The organisation credits its ongoing success to the support of local businesses and partners, acknowledging the crucial role they have played in fostering York’s reputation as a world-class destination. The collaborative efforts of the city’s hospitality, retail, and tourism sectors are said to have been instrumental in driving this success.
A Look Ahead: Continued Growth in York’s Tourism Sector
Going forward, Make It York continues to be positive about the future of the destination for tourism in the city. The attention will turn to maintaining this growth, improving the visitor experience, and keeping York competitive in a rapidly changing international tourist market. The city of York—with The Ghost Bus Tours own regular York Ghost Bus included—now has 1 in 7 visitors reporting they came from outside the UK, the number of visitors increasing, and the local economy at an all-time resilient high; York’s bubble looks set to remain healthy for many years to come.
The findings of the 2024 STEAM report are testament to the hard work of local businesses but also the collective determination of the city to be a best-in-class destination, according to Make It York Managing Director Sarah Loftus. Official findings of the 2018 Tourism Impact Study (STEAM) show tourism is now worth a staggering £765.47m to York, up from £764m the previous year. In summary, these are very strong results that suggest York is well placed for sustainable growth in tourism and to build from its strong foundation as a leading city for cultural tourism, heritage, and leisure.
References: Make It York, UK Government, York City Council
