The British Cycling Evaluation Report for the 2024 Lloyds Bank Tour of Britain Men has revealed significant economic benefits in West Northamptonshire and highlighted the area’s contribution to the overall event as one of six host stages.
The event’s fifth stage, held on Saturday 7 September 2024, showcased West Northants as a hub of excitement and community pride, seeing thousands of residents line the streets to cheer on the world-class cyclists.
The report highlights how West Northants’ stage delivered the highest economic benefit of the entire Tour, with a total impact of £5.69 million, driven by £3.6 million in attendee spending.
Over 85% of attendees expressed pride in their local area following the event, with 83% recognising the positive boost to the economy. Attendees from across the UK flocked to enjoy the race, with visitors spending an average of 2.4 nights in the area, further boosting the local hospitality sector.
The stage also garnered significant media coverage, valued at £635,698, promoting West Northamptonshire to national and international audiences.
Cllr Daniel Lister, Cabinet Member for Local Economy, Culture, and Leisure, said: “The Tour of Britain brought tremendous benefits to West Northamptonshire, showcasing our area as a prime destination for world-class sporting events.
“This report further highlights our dedication to boosting tourism, attracting inward investment, and supporting local businesses while promoting a strong sense of community pride and spirit.
“Hosting this event has not only delivered an incredible economic boost but has also inspired countless residents and visitors to embrace cycling and active lifestyles. The Council remains committed to building on this momentum and we can’t wait to host more major events like this including the upcoming Women’s Rugby World Cup.”
