Tributes are flooding in following the sudden death of Doncaster's tourism manager Colin Joy.
Mr Joy, aged 52, who dedicated years of his life helping to put Doncaster on the map and boosting tourism in the borough died this week.
Mayor of Doncaster Ros Jones said: "I am shocked and saddened to hear of Colin’s death. He was a very popular figure head for Doncaster Tourism and a great ambassador for the town.
"Colin was passionate about Doncaster and worked hard to encourage tourism, including his fantastic work on the St Leger Festival.
"His knowledge of the history and heritage of the town, despite not being a Doncastrian was enormous and he did such a great deal to raise the profile of Doncaster as a tourism destination.
"He will be sadly missed. We have lost a dear friend and valued colleague and our hearts and prayers go out to his family and friends at this very sad time."
Julie Buckley, owner of Doncaster pub Cask Corner posted: "Paying tribute to Mr Joy who worked as tourism manager for Doncaster Council.
"I'm so devastated at the news of a good friend and regular who's done so much for Doncaster.
"He was funny, interesting, knew such about Doncaster's history and was passionate about everything going on in town.
"He worked tirelessly to show all the positive things going on, recently the awards for the market holders and Doncaster being the best place to drink were his projecst.
"Colin you will be missed by so many RIP good friend. Xxx"
The circumstances of his death are not yet known.