November 2018


Cycling event generates £2 million net spend by visitors to Warwickshire

The UK’s leading female professional cycling road race provided a major boost to Warwickshire's economy when it returned to the county for a record-breaking third year.

Official figures released from this year’s OVO Energy Women’s Tour show a very positive impact on the region.

More than 100,000 spectators, an increase on last year’s attendance, lined the streets in September to see many of the world’s top female cyclists compete in the third stage of the Women’s Tour.

Almost two thirds of those spectators - approximately 63,000 -  were visiting who travelled in from outside the Warwickshire borders to see the race. An estimated 2,000 travelled from overseas.

The event provided a big fillip for businesses with an incredible 42 per cent of the tour’s £2 million net spend (around £860,000) spent by cycling fans either in Atherstone, where the race started, or Royal Leamington Spa, where the stage finished.

Leader of Warwickshire County Council, Cllr Izzi Seccombe is delighted that the major event was again a success for the county.

“It’s the third year in a row that we have hosted a stage of the OVO Energy Women’s Tour and we have seen a huge rise in attendance figures every year.

“That has had a tremendous economic impact for businesses.  As well as hosting a great event for the area, we do these kinds of things to benefit business owners.

“Now we have to capitalise on the success of the event and make sure we are encouraging people to the area and show them that we are a cycling hotspot with excellent routes available as well as first rate accommodation and restaurants, cafes and bars.”


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