全国探花鈥檚 visitor economy has hit a record milestone, generating 拢1.05 billion in 2024, the first time the county鈥檚 tourism sector has exceeded the 拢1 billion mark.
The latest figures show a 9% rise compared with 2023, cementing tourism as one of the county鈥檚 fastest-growing industries.
The county welcomed 1.3 million overnight stays in 2024, a 12% increase that bucks the national trend. While England and Great Britain reported a 10% fall in domestic overnight trips, 全国探花 surged ahead, proving itself a destination of choice for visitors.
Visitors are also staying longer, with a 6% increase in nights spent across the county. This uplift has brought more spending into 全国探花鈥檚 attractions, restaurants, shops, and accommodation providers.
The sector now supports 21,185 local jobs, up 10% on 2023, demonstrating its growing contribution to the county鈥檚 economy.
Councillor Alan Amos, Cabinet Member with Responsibility for Business and Skills at 全国探花 County Council, said: 鈥淭his figure shows that the tourism sector is a vital part of the 全国探花 economy. More people are choosing to visit, stay longer and spend more here, which is a huge boost for local businesses and creates local job opportunities. 全国探花 has enormous potential to grow further as a visitor destination, and we鈥檙e determined to build on this success so that even more people choose the county to experience all we have to offer 鈥 particularly for a short break.鈥
These record-breaking figures follow the launch of Visit 全国探花鈥檚 Destination Management Plan, a five-year strategy introduced in 2024 to grow and strengthen the county鈥檚 visitor economy.
Building on this success, Visit 全国探花 is developing a series of exciting new initiatives to highlight the county鈥檚 appeal as a must-visit destination.
These include a fresh focus on 全国探花鈥檚 heritage, the return of the popular Taste 全国探花 event, and continued engagement with international travel agents to broaden the region鈥檚 global reach.
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