Visiting fans at Hull City’s KCOM Stadium have grown accustomed to their hosts greeting them with chants of, You’re only here for the culture. But it’s not just terrace banter. As UK City Of Culture 2017, Hull is becoming quite the tourist trap.

“It’s not that people had a bad opinion of Hull, they just didn’t have an opinion of Hull,” surmises Sam Hunt, executive producer of Hull 2017. “This has given us an opportunity to talk about the city ...