JUST days into her role at the helm of Make It York, Sarah Loftus is already clear about her vision for the city.

The new managing director would like high visitor numbers to return - York annually welcomed about eight million people pre-Covid.

However, Sarah is more keen to attract 'caring' tourists who are tidy, considerate, with time to linger and money to spend.

"There's a big debate to have on what tourism does York want," said Sarah, adding that people had already been upfront with her about the challenges for the city, such as how to promote sustainable tourism.

Personally, she wants staycationers who have previously visited to return, for people to stay longer than just a few days, and to spend more to boost the economy.

"It is critical for people's lives," she said. "We want York to be buoyant and for people to make a good living out of retail and tourism."

Keeping the support of locals was also key, she said.

  • In an interview with The Press, Sarah highlighted the importance of local residents being involved in city events, such as the St Nicholas Fair which starts today, and feeling safe to attend.

“Local people, as we’ve seen in lockdown, came back into their city and explored their city and we want to continue that,” she said.

 

York Press:

A past St Nicholas Fair in York Picture: Nadia Jefferson-Brown

Asked about York being perceived by some families as a no-go zone at weekends, often because of hen and stag parties, Sarah said the issue needed to be managed.

"We want local people to enjoy the York experiences. We have seen in lockdown local people are critical for city centres to survive and really perform.

"It's how we can get the message across that people live here, this is their home. There's clear marketing messages around making sure that people respect the city when they come."

Previously, concerns have been raised about transparency and accountability at MIY which received a bailout from City of York Council in 2020 after suffering major losses due to the pandemic.

Sarah said it was 'essential' she listened to businesses and members about what they want MIY to do and its perceived strengths and weaknesses.

"I believe people have been confused about Make It York's purpose. I want to give a clear message and strong business plan on what Make It York will do and how we will be measured on our success. I don't mind being measured on success.

"If you are taking public money you have to show people what you have spent it on and what results you have achieved, and be accountable.

"The literature and work we present should demonstrate what we are going to do, how we are going to do it and what results we are going to be able to show people."

Sarah said she'd be working on 'a very clear business plan and list of events for the next year so people can plan and see what value we bring'.

"I won't be hiding away anywhere. My style is about partnership. Sometimes we might do things that people don't like but we will have a reason for doing that and articulate those reasons. We will work in partnership. That's the best way to get results."

Welcoming Sarah to the role, Greg Dyke, chair of Make It York said: “We are delighted to have Sarah in place as the managing director of Make It York.

"Sarah has a wealth of invaluable experience from the work she has done in Lincoln, Wakefield and Humberside. Knowing the city well, we look forward to Sarah helping us shape what is set to be an exciting future for York.”