Post-event data from YouGov reveal the economic benefits to host locations of the 2024 Lloyds Tour of Britain Women and Men.
According to post-event analysis carried out by YouGov, the direct economic impact of the women’s Tour brought a total value of £10.4 million (€12.5m) to local areas, while the men’s Tour brought in £17.2 million (€20.7m). The total event impact was of £11.9 million (€14.3m) and £21.2 million (€25.5m) respectively, or £33.3 million (€40.0m) cumulatively. The study only took into account spending by attendees from outside the host economy, meaning that the figures may underplay the actual impact of the event.
The event tourists spent a total of 174,000 nights in the local areas as a result of the multi-stage cycling races. They spent especially on food and drink, transport and local accommodation. Meanwhile, a combined £3.5 million (€4.2m) was invested by event organizers and suppliers in the local areas across the two events.
For both Tours, more than 85 percent of respondents said that the race shone a positive light on their local area, with 97 percent mentioning the atmosphere they experienced on the ground across the stages.
