THE chair of tourism organisation Visit York, Jane Lady Gibson, has been appointed to lead a new broader marketing initiative for the city.

The project aims to drive forward not only marketing and tourism, but also cultural and business development.

City of York Council said she will work with a broad range of partners to create a bold new approach to the way York raises its profile, attracts and supports business, its cultural offer and the visitor economy.

The council is proposing to create a new agency with key partners across the city, which would bring together the work of Visit York, the events and culture teams, as well as city centre management and some inward investment activity.

Coun Sonja Crisp, Cabinet Member for Culture and Tourism, said: “We wanted to recruit a highly effective individual, passionate about York’s economic well‐being and offering dynamic, high profile leadership. We’re delighted to have found that person and relish working with Jane as she shapes and drives forward an innovative and successful agency to help secure the city’s future.”

Stirling Kimkeran, chair of York’s Economic Partnership, said Jane Lady Gibson would bring significant experience and enthusiasm to the role. “We wish her all the success in this very important role that will help shape the future of York and the wider Yorkshire economy.”

Janet Barnes, chief executive of York Museums Trust, said Jane Lady Gibson had a 'clear and compelling vision' which would reposition York in an international context.

Patrick Kelly, chair of York@Large, which brings together the city's cultural sector, said: “Jane Gibson is a splendid choice. She has already proved herself to be an asset to the city through her role in the York Mystery Plays and at Visit York. Her enthusiasm and drive are just what is needed to ensure success.”

Jane Lady Gibson said she was delighted to take on this new role in addition to her commitment to leading the work of Visit York. “Working collaboratively pays dividends and is the way forward in destination management and marketing,” she said.

“We already have strong working partnerships in the city. Now we’re keen to take the marketing of York to the next level by exploring a new way of working which would facilitate closer ties between businesses, city centre management and cultural activiti