Lancashire tourism bounces back

A new report has revealed that Lancashire welcomed twice as many visitors - and brought in twice as much visitor spend - in 2021 compared to the pandemic-hit year of 2020.

The annual STEAM report, released by Marketing Lancashire, shows that visitor numbers rose from 23.8m in 2020 to 51.5m in 2021. The economic impact generated increased from £1.7bn to £3.5bn.

The county-wide numbers equate to around 75 per cent of pre-Covid levels, which had experienced six years of consecutive growth up to 2018.

However, Blackpool recorded visitor numbers higher than pre-pandemic levels despite pandemic restrictions stretching into the first four months of 2021.

The resort attracted almost 19m visitors in 2021, generating spend of £18.8m, which is a four per cent increase over 2019.

These figures were boosted by Blackpool Council initiatives including a two-month extension to the Illuminations season and a £1m investment in marketing and events to kick-start the tourism, retail and hospitality industry as it emerged from Covid-19 restrictions.

Coun Lynn Williams, leader of Blackpool Council, said: "Given the near catastrophic impact of those restrictions during 2020 and the first few months of 2021, we were determined to give our tourism and hospitality businesses every opportunity to hit the ground running.

“By utilising business support monies, we were able to stage the most ambitious autumn and winter programme of events we have ever attempted – and the publication of today’s STEAM figures shows how much that investment paid off.”

Rachel McQueen, chief executive of Marketing Lancashire, said: "Having been through the unprecedented challenges of the Covid pandemic on the tourism and hospitality sector, we are very much encouraged by the findings of the new STEAM report, which shows Lancashire businesses recovering well, no doubt due to their hard work and determination to welcome visitors back.

"Visitor numbers grew to around 75 per cent of pre Covid levels and economic impact was at 80 per cent of the £4.4bn reported in 2018. Considering Lancashire was amongst the destinations most disrupted by local as well as national lockdowns, this positive news is further testament to the resilience and innovation of our brilliant sector and colleagues."

She added: "We know we cannot afford to be complacent as the challenges of rising energy costs and the increased cost of living now pose new threats, but we are committed to continuing to do all we can to help return to the healthy levels of annual growth that we experienced before Covid.”