Summer’s finally here, and the streets of York are starting to buzz with visitors and residents alike, soon to be joined by the many thousands of families from all over the UK taking advantage of the visitor attractions, events and festivals that are happening in the city over the summer to keep the family entertained through the school holidays.

At the same time, as final year exams come to an end at York St John, we see undergraduates making huge decisions about their future life and work. So many of them, whatever their plans, know one thing for certain: they don’t want to leave York.

So what makes people want to come to – and stay in – York?

A strong cultural and creative core makes a city an attractive place to live and work. York attracts more than seven million visitors annually, which generates spending of more than £440 million in the city. The challenge is to ensure York maintains a strong visitor economy whilst building around it the infrastructure and skilled workforce to support and develop inward investment.

The business start-up rate in York increased at a faster rate than the regional average over the last four years, and the city is now ranked as one of the top ten local authority areas outside London to locate a business. The arrival of Hiscox reinforces this status and reflects York’s reputation as a financial and professional services centre.

Strengthening that inward investment framework; building “the York brand”; ensuring the city’s two universities and college continue to produce a pool of highly skilled and employable graduates keen to stay in York; and continually developing the city’s offer and appeal to residents, visitors and businesses alike is crucial to maintaining this momentum, which makes the economic plan critical.

With ambitious plans to double the size of York’s visitor economy over the next ten years, improve business productivity and support stronger and more sustainable businesses, there’s no doubt that delivering the economic plan represents a challenge that will need to be embraced in all areas and at all levels throughout the tourism, business and education communities.

Summer provides us with a visible reminder of York’s appeal as a place to visit, but it also puts in sharp focus the challenge ahead to ensure the city continues to evolve, develop and build its profile as a successful place to live, work, learn and do business.

Sue Reece is Pro Vice-Chancellor (Development) at York St John University