TOURISM chiefs in York have pleaded for any cut in their funding to be limited after a new report warned the city’s visitor economy is at a crossroads.

In a letter to City of York Council leader Andrew Waller, Visit York chairman John Yeomans said the organisation’s ability to promote the city would be hit if the contribution it receives from the authority is reduced by £60,000.

The possible cut is among the council’s budget proposals for 2011/12.

However, it comes as research by tourism expert and former University of York student Dr John Heeley claims more marketing cash is vital to ensure the city can become a “Premier League European tourist destination” rather than standing still.

His report, Inside City Tourism, which is published this week, uses York as a case study.

It said York needs to improve aspects of its public realm such as the riverside frontage, citing the likes of Lyon and Vienna as examples for York to follow.

Mr Yeomans’ letter said Visit York accepted it would have to lose part of its council funding.

But he said: “The proposed level of savings will result in reduced activity by Visit York in promoting the city as a visitor destination.

“Any reduction in promotional activity which results from the savings is particularly unfortunate in these highly-competitive times. If the proposed level of cuts can be reduced at all, it will be extremely valuable in maintaining the national and international promotion of York.”

He said Visit York was “playing our part” through its own cost-cutting drive.

He told The Press: “It is our role to state the case for tourism in York and ensure the city’s visitor economy is protected.

“We understand very difficult decisions have to be made by the council, but it is important we do all we can to protect and nurture an industry which brings in £443 million annually to the city, creating 23,000 jobs.” Dr Heeley, currently interim chief executive officer of European Cities Marketing, said: “York has done very well and become much more positive in its tourism, but it has to do justice to the product and the raw material and that means it must step up its marketing.

“Visit York has done remarkably well, but there is a need for more public sector funding and more marketing muscle.

“York has to decide how much priority it wants to give to tourism.”

He also said a successful bid for World Heritage Status could be a platform for drawing in extra tourism funding.

He said: “With York’s heritage, it should be such a site.”