Agenda item

To consider reports from Make It York (MIY) on the company’s financial performance since the last report in February 2025.  Included within the MIY report is a copy of the audited annual accounts for 2024/25 and an update of financial and non-financial performance for the trading period April to September 2025.

The Managing Director, Make It York presented the report.

·       She stated that Make it York was in a financially strong position; all objectives set by CYC had been met, the Shambles Market and events were performing strongly this year as last, the visitor economy was worth £2 billion to York and visitor numbers were up to 9.4 million. The website was performing strongly, but had seen the impact of AI due to people using this to search rather than visiting the website directly. Membership retention was strong, having increased above expected retention, showing confidence from members. The only complaints had been regarding busking and street entertainment, and Make It York planned to work closely with the city to resolve these issues. Shareholders had received a higher dividend for the first time in Make It York’s ten year history.

·       In response to a question on the possibility of using a “search engine optimisation” type method for targeting AI that could address this issue, the Managing Director, Make it York advised that she would consult her expert and respond to the committee.

·       On the subject of how York’s 5.4% level of economic growth compared with cities like Bath and Chester, the Managing Director, Make It York stated that York was doing better than these cities; in part due to focused marketing campaigns. She explained that York was collaborating with partner cities around Yorkshire as well as ferry and train operators.

·       The Managing Director, Make It York explained that York remained in a strong position relative to other comparable cities in part because of York’s focus on international visitors. Make It York had focused on countries like the US and China this year. They had also worked closely with Visit Britain and Visit England.  She noted that they had been inundated with requests for familiarisation visits from tour operators and trade influencers, allowing them to be selective and York had the resources to undertake these to showcase York regionally, nationally and internationally.

[Between 4:41pm and 4:48pm the press and public were excluded from the meeting during consideration of Confidential Appendix 2 to the report].

Resolved:   To note the Make It York (MIY) Shareholder Report at Annex A and the supporting documents from Appendix 1 to Appendix 4 supplied by MIY.

Reason:      To ensure the Council is updated on the financial performance of Make It York.