New evidence from XR Stories driving innovation and investment in York and North Yorkshire’s Creative Industries
On Friday 6 March 2026, XR Stories brought together key stakeholders from across the city of York and wider region to launch the York and North Yorkshire Creative Industries evidence report.
The new report brings together data analysis, policy review and findings from the first York and North Yorkshire Creative Economy Census to form a single source on sector data, opportunities and national funding readiness for the region.
The evidence identifies that York and North Yorkshire’s creative sector is significantly larger than previously assumed and marked by distinctive strengths in CreaTech and immersive storytelling.
It also highlights barriers to growth for people working in the region, including access to finance, underinvestment in creative training and talent leakage to other regions.
The report puts forward a roadmap for York and North Yorkshire to leverage growth through pilot actions, routes for local and national investment, and delivery partnerships.
Undertaken as part of The York Policy Engine Creative Industries Research Group, the work builds on the strong partnership between the XR Stories/the University of York and the The York and North Yorkshire Combined Authority. It demonstrates the value of linking university expertise and academic research with local government policy and investment planning.
Damian Murphy, Director of XR Stories and co-author of the report comments: “The evidence, analysis and recommendations presented in the XR Stories Creative Industries evidence report are making an essential contribution to the York and North Yorkshire Combined Authority’s 10-year delivery plan.
The next strand of our policy research activities is already underway and focusing on creative and cultural wellbeing. We’re investigating the physical and emotional benefits of creative practice and how those benefits can be interwoven as part of economic and cultural planning to enhance the lives of the people who live and work in the region.”
Owen Turner, Founder and Creative Director, United by Design and Jessica Wright, Managing Director, Peel X on stage at the XR Stories Creative Industries briefing event.
Held in The Guildhall, York, the event brought together attendees from the creative, heritage and education sectors alongside representatives from local government.
Charlie Jeffery, Vice-Chancellor and President at the University of York, Christopher Smith, Executive Chair of the Arts and Humanities Research Council and David Skaith, Mayor of York and North Yorkshire spoke about Creative Industries priorities at regional and national levels. In addition to his role at the AHRC, Christopher Smith is also the UK Research and Innovation (UKRI) Creative Industries Sector Champion and UKRI National Champion.
Following the opening addresses, Damian Murphy and Jay Harrison, Research Associate at XR Stories, presented the new evidence and recommendations to attendees. The event concluded with a discussion between Emma Brown, Deputy Director, XR Stories, Owen Turner, Founder and Creative Director, United by Design and Jessica Wright, Managing Director, Peel X about the challenges of working in the York and North Yorkshire creative sector.
The briefing event formed part of a wider AHRC regional visit to the University of York to explore regional innovation and creative economy.
Emma Brown, Deputy Director, XR Stories; Anthonia James, Head of The York Policy Engine; Damian Murphy, Director of XR Stories and Jay Harrison, Research Associate, XR Stories.
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All images © Alex Holland/University of York.
Published on 9 March 2026
Filed under: Policy, Research