A new seasonal campaign celebrating York’s rich confectionery heritage has been created and delivered by Visit York, as part of ongoing work to promote the city as a must-visit destination. “This is York: The Chocolate City” brings together the city’s iconic chocolate history with a vibrant programme of Easter experiences, designed to attract visitors throughout the spring season.

Rolling out gradually in the lead-up to Easter and now fully live, the campaign positions York as the home of chocolate – from globally recognised names such as Rowntree’s and Terry’s to today’s thriving community of artisan makers. Delivered through a coordinated, multi-channel approach, the campaign aims to inspire day trips and short breaks from key regional audiences.

At the heart of the campaign is a dedicated landing page on the Visit York website, showcasing chocolate-themed experiences, family-friendly activities and seasonal itineraries. Visitors are encouraged to explore attractions including York’s Chocolate Story and York Cocoa Works, enjoy indulgent experiences such as chocolate afternoon tea at The Milner York, and discover handmade treats at Shambles Market. Travel partnerships, including TransPennine Express, further support accessibility and ease of visiting the city.

The campaign is amplified through targeted digital advertising across Instagram, Facebook, YouTube and TikTok, alongside an engaging social media programme led by Visit York’s digital team. This includes short-form video content, curated posts highlighting local businesses, and partner-led giveaways designed to boost engagement and reach.

Additional activity includes PR and influencer engagement, positioning York as the ultimate Easter destination for chocolate experiences, alongside dedicated eNewsletters and weekly features in Visit York’s 7 Days eNews. Within the city, the York Visitor Information Centre plays a key role, with digital screens and staff recommendations helping to guide visitors towards chocolate-themed experiences and itineraries.

Visit York has also supported its members through a dedicated campaign toolkit, enabling businesses to align with the “Chocolate City” branding and maximise their visibility during this key trading period.

By celebrating York’s unique chocolate heritage and bringing together a wide range of partners, the campaign strengthens the city’s position as a distinctive and compelling destination. It supports increased footfall across attractions, hospitality and retail, while encouraging visitors to stay longer and explore more. Visit York looks forward to building on this momentum and continuing to champion York’s visitor economy through creative, place-led campaigns.