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Tour of Britain raced in to boost county economy

Posted onPosted on 7th Mar

The Nottinghamshire stage of the Tour of Britain cycle race, which set off from Edwinstowe in September, boosted the local economy by more than £4.6m and attracted more than 180,000 spectators.

An economic impact assessment commissioned by event organisers reveals that the showpiece cycle race generated £4.69m in net visitor expenditure for Nottinghamshire’s economy, with 182,500 fans lining the 170-kilometre route.

The world-famous event was held in Nottinghamshire for a fourth time since 2017, with stage four taking place from Sherwood Forest to Newark.

Highlights from the report show that:

62% of spectators came from outside the local areas to watch the race;
87% of fans said they would visit the area again;
94% of visitors described the race as very enjoyable;
53% of people said the race has inspired them to cycle more;
15% of visitors stayed in the local area overnight;
42% of people came to watch the race with their families.

Figures also show that the average daily spend for day visitors per group was almost £60, while overnight visitors spent around £166.

Coun Scott Carlton, the county council’s Cabinet Member for Communities and Public Health, said the report showed that Nottinghamshire is a tourist destination that people want to visit and return to.

“The figures really do speak for themselves and highlight the wider benefits of hosting an international sporting event of this magnitude and enjoying the opportunity to showcase everything our great county has to offer,” he added.

“We all know that this area is a fantastic place to live, work, and visit, however, it is always nice to hear this view supported by those who have never visited the county before.

“Nottinghamshire has always embraced the Tour of Britain and it was fantastic to see so many people line the route to watch the race as it passed through their towns and villages.

“Of course, as well as the significant financial benefits, the legacy of hosting an international event like this also has a positive social impact with more people inspired to take up cycling and become physically active – which should always be welcomed.”

Coun Paul Peacock, leader of Newark and Sherwood District Council, said last year’s event was particularly special.

“The race started in my own ward, Edwinstowe, and then finished in Newark. It took in so many villages and towns as well. All our communities really embraced the event, with some very creative land art and decorations.

“It was a special day for Newark and Sherwood. To then see the positive impact the event had, in terms of bringing new visitors and additional spend into the area, it is particularly gratifying.

“Newark and Sherwood has so much to offer visitors, I really hope that we will see more events like this to showcase our wonderful area.”

Hollie Drake, RSPB senior site manager for Sherwood Forest and Budby South Forest, said: “Hosting the stage start for the tour was a huge honour for us and it generated a buzz on the day.

“It was a great partnership effort to bring the tour to Sherwood and certainly demonstrated our capacity to help deliver major events in Nottinghamshire.

“While Sherwood Forest is already known across the world, holding a high-profile sporting spectacle here was undoubtedly a fantastic opportunity for this corner of the county to reach an even broader worldwide audience.”

Last year’s race was broadcast live in the UK each day on ITV4, with viewers in more than 100 countries around the world watching the event via Discovery Player and GCN+.