Campaign to boost shops in historic city

Visit York has announced it will use the cash to fund a large-scale marketing campaign to attract shoppers into the town and promote streets like the Shambles, which has been voted the most picturesque street in Britain.

Retailers have welcomed the news and say despite the high number of visitors to the town, independent shops are struggling.

Jonah Naylor, 29, who works in the photographic shop Past Images, on the Shambles, said: "This money is definitely needed, we are all struggling despite the high footfall here.

"It is crucial for York that it helps preserve these shops, they are its tradition and crucial to the city."

The new 25,000 campaign, funded by York Council and called Shop and the City, will act on findings from a recent survey to change people's shopping habits and bringing in thousands more shoppers from across Yorkshire.

The survey found while people enjoyed York's unique shopping streets, around a third were put off visiting the city due to its poor transport links.

John Yeomans, chairman of Visit York said: "These new research findings will enable Visit York to target new shoppers more effectively.

"What shows through strongly in the research, is that visitors enjoy the range of independent shops and the beautiful historic surroundings.

"Now the Shambles has been voted the most picturesque street in Britain, we have a fantastic opportunity to increase shopping visits to York."

Last year hundreds of retailers in the streets surrounding York Minster backed a campaign to boost low levels of trade.

It aimed to raise awareness of the 300 independent shops packed around the Minster but often overlooked by tourists who are solely in the city for sightseeing.