Marketing Nottingham and Nottinghamshire, its visitor economy team – Visit Nottinghamshire and partners, have revealed impressive growth in the city and county’s tourism sector.
Based on the latest 2023 STEAM tourism data measuring trends and impact of visitor economy in the region, Nottingham and Nottinghamshire have witnessed a significant increase, underlining the importance of tourism in driving local economic growth and job creation.
The total value of tourism in Nottingham city and county in 2023 reached an economic impact of £2.36 billion, marking a 15.40% increase from the previous period. This reflects the rising appeal of the region as a destination for both day and overnight visitors.
In 2023, Nottingham and Nottinghamshire welcomed 34.33 million visitors, an increase of 4.12%. The average spend per visitor continues to climb as well, with an overall rise of 10.81% to £68.94 economic impact per trip.
Tourism in Nottinghamshire continues to play a crucial role in supporting local employment. The sector currently sustains 22,437 full-time equivalent (FTE) jobs, reflecting a 9.33% growth. This positive trend highlights the vital importance of tourism to Nottinghamshire’s economy, creating jobs and opportunities for local people across the city and county.
The sustained growth across multiple indicators, from visitor volume to spend and the number of jobs, highlights Nottinghamshire’s growing reputation as a visitor destination. Recent increased investment into the visitor offer and product – such as Sherwood Observatory, St Mary Magdalene Church in Hucknall, and the new play area at Sherwood Pines – alongside strategic marketing initiatives from Visit Nottinghamshire like the visitor guide, a B2C website attracting over 4 million visitors annually, and PR reach exceeding 251 million, places the region on a strong trajectory to attract even more visitors in the future.
This growth will further boost the local economy, support businesses, and enhance the quality of life for residents.
Megan Powell Vreeswijk, CEO of Marketing Nottingham and Nottinghamshire including Visit Nottinghamshire, said: “This significant growth in Nottinghamshire’s visitor economy is a testament to the hard work of local tourism sector, our team and partners.
“With a remarkable £2.36 billion generated in 2023 and increased visitor numbers, it’s clear that Nottingham and Nottinghamshire are becoming recognised as standout destinations for both day and overnight visitors.
“This success not only fuels economic growth but also creates valuable jobs and strengthens opportunities for our local people, making it a very attractive place to live, work, invest and visit. Through strategic investments and dedicated promotion, we look forward to continuing to enhance Nottinghamshire’s appeal and impact as a top tourism destination.”
Councillor Keith Girling, Cabinet Member for Economic Development and Asset Management at Nottinghamshire County Council, said: “We are proud to be the home of globally-recognised legends, from Robin Hood to our local sporting stars. With a rich history and heritage, world-class country parks and green spaces, and a strong contemporary culture, it’s no wonder that people travel from near and far to explore Nottinghamshire.
“Our partnership with Visit Nottinghamshire has boosted promotion of the county at local, regional, and international levels, this alongside working collaboratively with businesses and stakeholders has resulted in fantastic growth.”
He added: “It is extremely encouraging to see growth in employment within the sector as we strive to return to pre-pandemic levels. We are committed to building on this momentum and fostering a vibrant and sustainable visitor economy that benefits both residents and visitors alike.”
Councillor Ethan Radford, Deputy Leader and Executive Member for Skills, Growth and Economic Development, said: “I’m pleased to see an increase in tourism numbers for Nottingham and Nottinghamshire, our city is a top destination in the East Midlands with amazing retail, entertainment, cultural and heritage attractions.
“Hosting fantastic yearly events like our world-famous Goose Fair, our spectacular Winter Wonderland that kicks off Christmas in Nottingham every year and boasting unique destinations across the city like Wollaton Hall, Nottingham Castle, Newstead Abbey and the newly opened Green Heart.
“More tourists visiting Nottingham is great news for local businesses who work hard to give visitors a unique experience, growing the city and regional economy and providing jobs for local people.
“We will continue to work with our partners and stakeholders to provide the best conditions to build on this success to give visitors the best experience and make sure Nottingham remains the must-visit destination in the East Midlands.”
