A LLEP-funded project has helped boost the local visitor economy – creating jobs and increasing footfall by 27% across the city and county.
Latest figures show more than 30.5 million people visited Leicester and Leicestershire in 2022. Tourism was worth £2.07 billion to the city and county – an increase of £440 million since 2021.
The Place Marketing Accelerator Project was funded by a £185,000 grant, awarded by the LLEP from the Repurposed Growing Places Fund, and £105,000 from Leicester City Council and Leicestershire County Council.
The funding enabled Visit Leicester to carry out work to support the recovery of the tourism, hospitality, and leisure sectors post-COVID as well as encouraging inward investment.
LLEP CEO Phoebe Dawson said:
“We know that Leicester and Leicestershire have much to offer, and investment in spreading the word is having an effect on increasing our reach.
“We’re pleased to see LLEP funding achieve the desired outcome of helping the recovery of Leicester and Leicestershire – one of the areas hardest hit by the Pandemic.”
Tourism figures for Leicester and Leicestershire are taken from the 2022 Scarborough Tourism Economic Activity Monitor (STEAM) survey.
|Area||Visitors||Visitor days||Economic Impact||Jobs|
+16.2% on 2021
+22.8% on 2021
+36% on 2021
+27.8% on 2021
+5.1% on 2021
+9.1% on 2021
+22.8% on 2021
+17.3% on 2021
Leicester and Leicestershire are promoted nationally and internationally through a series of tourism campaigns delivered by destination management organisation Visit Leicester.
Sir Peter Soulsby, Leicester City Elected Mayor, said:
“This is excellent news. The economic value of tourism in Leicester has grown by 36% since 2021, and investor confidence in tourism is high, as demonstrated by the huge increase in the number of hotels in the city.
“The growth we’ve seen in tourism-related jobs gives a huge boost to our economy, as do the millions of visitors who come here every year and spend their money in local businesses.
“It shows that our investment in making the city easy to get around, and an attractive place to be has been well worth it. It also reflects the huge efforts of all those working in the tourism and hospitality sector in our city.”
Councillor Nick Rushton, Leader, Leicestershire County Council, added:
“We’re naturally delighted to see the strong growth in our tourism economy, and the creation of an extra 2,000 jobs in the county by the sector in 2022 is particularly welcome.
“With nearly 14,000 now working in the tourism sector it highlights just how important tourism is to the county.
“Leicestershire has an incredible history and story to tell and we’re glad to see this post-Pandemic resurgence in visitors, which is translating into increased spend in the local economy and new jobs.”
Visit Leicester tourism campaigns include:
- Uncover The Story, launched in 2021, focuses on the historic attractions of the area that make Leicester and Leicestershire a UK destination for national and international visitors. With a range of intriguing stories, the campaign promotes the city and county as a compelling and distinctive destination to visitors.
- The Fitcation campaign, in 2022, which promotes the city and county as a short stay destination for active breaks, to a national and international audience.
- Taste The Place, launched in March 2023, promotes the unique food and drink offer including traditional, vegan, sustainable and world food and drink, which is made and consumed in the region – as well as places to buy and make food and drink.