Tour of Britain pumps cash into Cumbria

A NATIONAL cycling race has given Cumbria a major economic boost.

The county benefited from a £4.13m boost when it hosted Stage Two of the Tour of Britain in September.

According to independently-compiled analysis, hotels, retailers and transport operators enjoyed the benefits of the first stage to be held entirely within the county. The £4.13m follows the £2.37m boost Cumbria enjoyed in 2012, when the stage started in Carlisle and finished in Blackpool.

An estimated 70,000 spectators attended the stage which started in Carlisle and passed through the Lake District before finishing in Kendal. Sixty one per cent came from outside the county.

Other key findings in the Frontline analysis include:

* The event attracted 47,282 day only visitors and 22,718 overnight visitors. Day visitors spent £89.04 per day and overnight visitors £138.59 daily

* The £4.13m expenditure supported an estimated 51.4 full-time equivalent jobs.

* The single largest age group of spectators was 45-54 year olds (31 per cent).

* Visitors reported having a good time with 89 per cent saying that they found it ‘very enjoyable’.

An analysis of the value of the media coverage for Cumbria by sports marketing experts Repucom estimates Cumbria and the Lakes received £1.7m publicity.

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Eleven broadcasters aired the race to 166 countries.

The event was watched live by 1.56m people across Europe on Eurosport, and had an average reach of 435,000 British viewers live on ITV4.

Coun David Southward, Cumbria County Council’s Cabinet member responsible for economic development, said: “The Tour of Britain generated money for the local economy.

“It was a team effort, with the delivery partners and sponsors getting behind it.

“We hope it will have a lasting legacy both through repeat visits and people feeling inspired to visit Cumbria.”

Lake District National Park Authority chief executive Richard Leafe said: “This was an amazing opportunity to showcase the Lake District’s world renowned landscape to a global audience.”

Coun Graham Vincent, South Lakeland District Council’s Portfolio Holder for Health and Well Being, said: “These figures truly are fantastic. There were huge rewards for businesses, and the money they made will have been recycled within the local economy.”


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