WORCESTER’S economy was boosted by more than £500,000 as a result of the city hosting the prestigious start of the final stage of the OVO Energy Tour of Britain last month, new research has revealed.
The final leg of the world famous race set off from the Faithful City as 20,000 residents lined the streets to cheer on the likes of Mark Cavendish and Geraint Thomas as the cyclists headed for the finish line in Cardiff.
Now research from event organisers SweetSpot shows the event brought a £511,888 economic boost to the city.
Supporters of the race spent their cash in the city’s hotels, with 21 per cent of them staying overnight to catch the race start, as well as Worcester’s cafes, restaurants, shops and visitor attractions.
Race organisers also spent £20,663 to hold the Tour’s final stage start in the city, helping to reach the £511,888 net boost.
The research, which was carried out in line with official HM Treasury guidelines, also found 30 per cent of visitors on the day came from outside the West Midlands.
Coun Lucy Hodgson, Chair of the City Council’s Place and Economic Development Sub-committee, said: “The City Council is committed to enhancing Worcester’s reputation as an inspirational sporting city that hosts regular national and international competitions, and the success of the Tour of Britain in our city shows how this strategy is working.
“We want to inspire people to take up sports, so I’m heartened to see that 54% of people who watched the Tour say they’ll now be cycling more often.”
Images of Worcester were also beamed onto TV screens around the world. In the UK alone more than 800,000 tuned in to ITV 4 to watch the start of the race in the Faithful City.
Coun Geoff Williams, Vice Chair of the Place and Economic Development Sub-committee, said: “Worcester has so much to offer to visitors, with our rich heritage, fantastic retail and leisure offers, and growing sporting reputation.
“It’s a real success story for our city with the Tour attracting so many people. They’ll spread the word about what a great place Worcester is, many will make return visits and all this will feed into our growing tourist appeal.”
Mick Bennett, Race Director of the OVO Energy Tour of Britain, said: “Worcester always provides the OVO Energy Tour of Britain with a very warm welcome and large, enthusiastic crowds. With the 2017 final stage start proving a big success in the city, I’m sure we’ll be back again in future years.”
