WORCESTER saw a cash boost of more than £250,000 from hosting the finish line of the fourth stage of the OVO Energy Women’s Tour, a new report has revealed.
Research carried out in line with official HM Treasury guidelines by Frontline Research and Learning Institute showed hosting the end of the fourth stage of the race brought a £251,283 economic boost to the city
About 10,000 people attended the event and lined the city’s streets to get a glimpse of the world’s best female cyclists finish the penultimate stage of the epic race.
A total of 103 competitors and 17 teams took part in the race and the fourth stage saw riders winding through Worcestershire. The following day, the cyclists continued the final stage of the race, finishing in Colwyn Bay in North Wales.
The 2018 Women’s Tour also raised Worcester’s national profile with a total social media reach of 1.5 million across Facebook, Instagram, YouTube and Twitter. More than 230,000 also watched this stage of the race hurl through Worcestershire on ITV4.
Coun Adrian Gregson, vice chair of Worcester City Council’s Place and Economic Development sub-committee, said news of the cash boost came as no surprise to many.
“People travelled far and wide to come to watch the fourth stage of the Women’s Tour in Worcester and they discovered how our heritage, retail, leisure and sporting opportunities make our city such a vibrant and exciting destination,” he said.
“This latest success shows how we are building on the popularity of hosting the men’s Tour of Britain in 2017 and I hope it’s only a matter of time before we see the world’s best cyclists on Worcester’s streets once again.”
