Unlike many places York, does not have an image ‘problem’. There is nothing fundamentally negative to overcome. York is a textbook example of a strong brand: widely known, authentic and focused – shared widely and deeply – loved and respected.
York is rightly proud of its heritage, however, that history is so recognisable and so strong, it doesn’t help build a diverse and broad understanding of the city. Being known for beautiful, heritage tourism is so dominant there is little understanding about anything else; the York Narrative aims to put that right.
