Blackpool's summer season sees overnight success

Blackpool’s feel-good summer of 2014 saw the resort grow its overall visitor numbers by more than 200,000 – and also saw the number of overnight stays increase by 30 per cent.

There was also a substantial growth in the number of overnight stays – up from 1.17m to 1.52m, an increase of 350,000 compared to last year. According to the survey, carried out in almost 5,000 UK households, much of that growth in overnight stays was derived from people attending a specific event in the resort.

The resort also benefited from a £1m “Blackpool’s Back” marketing campaign, a joint venture between Visit Blackpool and Merlin Entertainments, which included the first destination-based TV advertising campaign for several years.

Cllr Graham Cain, cabinet member for tourism and leisure, said: “There has been a genuinely positive vibe throughout the summer season and these figures support that.

“It also confirms that we were right to invest in a TV and promotional campaign aimed at changing people’s negative perceptions of the resort.

“What we must seek to do now is maintain the momentum that Blackpool has gained and build on it for the remainder of this year and into 2015.”

The single most important reason for visiting Blackpool was again led by Pleasure Beach at 20%, with the coastal location at 18% and the range of family-friendly attractions at 15%.

The figures for May to August follow a hugely successful start to 2014: Between January and April the first Omnibus survey of the year revealed growth of 25% or 600,000 visits compared to 2013. This means from January to August visits are up by 800,000 compared with 2013. The final survey of the year will include the ten week Illuminations period and firework championships.