The Harrogate district’s visitor economy has yet to recover to pre-covid levels last year, according to figures released yesterday.
The figures show the district attracted 6.47 million visitor numbers, generating an impact of £606 million, in 2019.
In 2020 — when covid struck — visitor numbers crashed to 2.81 million, generating an impact of £279 million, which was a 54 per cent decrease.
Last year, which began with another lockdown but gradually saw the economy open up again, there were more than four million visitor numbers, with an estimated economic impact of £457million, according to the data from Harrogate Borough Council‘s tourism body Destination Harrogate.
Destination Harrogate calculated the figures using data that measures the economic impact of visits to the district and hotel performance.
Gemma Rio
Gemma Rio, head of Destination Harrogate, said the figures painted “a positive picture for the recovery of the visitor economy in the Harrogate district”, adding:
“Our destination management plan targets a full recovery of the visitor economy by 2023 and an increase in its value to £836.7 million by 2030.
“With some exciting events and marketing campaigns planned, together with a continued appetite for collaboration across the district, I’m confident that we will continue to see these figures move in the right direction for the rest of 2022 and beyond.”
Data from 2019 shows that on average an overnight visitor stayed 3.3 days and generated £316 for the local economy. In 2021, this rose to 3.5 days and £344.
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According to Destination Harrogate, the 2022 peak season has got off to a “healthy start”, with figures indicating that in March, April and May, hotels were largely fuller and seeing a greater level of revenue per available room than they were in 2019.
Cllr Stanley Lumley
Councillor Stanley Lumley, the council’s cabinet member for culture, tourism and sport, said:
“This is a really positive start to Harrogate’s visitor economy, ahead of the summer season.”
The Crown Hotel
Dan Siddle, general manager of Harrogate’s Crown Hotel and chair of Harrogate Hotel & Tourism Association, said:
Harrogate tourism body makes health and wellbeing top priority“After such a tough period for the hospitality industry, it is wonderful to be enjoying some positivity with increasing occupancy levels across the hotels in Harrogate, and we welcome the work of Destination Harrogate to support this.
“Whilst not yet out of the woods, with challenges still in recruitment and staffing, we look forward to a busy summer season and welcoming visitors new and old to our hotels.”
Harrogate Borough Council’s tourism organisation has identified health and wellbeing, events and responsible tourism as its priorities over the next three years.
The council set up Destination Harrogate last year as its new ‘destination management organisation’ to showcase the Harrogate district and to grow the visitor economy and attract inward investment.
Destination Harrogate has now unveiled its three-year plan to “position the Harrogate district as a first choice destination for tourism, large-scale events and investment”.
The plan was approved by senior councillors at a cabinet meeting yesterday.
According to a council press release, the visitor economy makes up 14.3 per cent of the economy in Harrogate district.
The plan cites health and wellbeing as its top priority. It says it wants to “position the Harrogate district as a first choice health and wellbeing destination”.
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Its second priority is to “position Harrogate district as a first-choice events destination by attracting, hosting and delivering exceptional events”.
The council press release said:
“A year-round festival, conference and events programme will ensure a lift in the visitor economy and enable sustainable growth.”
Responsible tourism is the third priority. The press release says:
“As we become more conscious of and conscientious about green travel and sustainable tourism, the DMO will work with partners to develop a responsible tourism strategy in order to be recognised as a destination for responsible tourism by 2030.
“In doing so, the DMO intends to minimise the negative environmental and social impacts of tourism, and enhance the economic and cultural benefits for visitors, businesses, and residents.”
Worth £600m to economy
Cllr Richard Cooper, leader of the council, said:
“The visitor economy plays a huge role locally, underpinning 8,000 jobs and bringing £600 million in to our economy. Without it our district would be a very different place with fewer shops, businesses and job opportunities. That is why it is important that we seek to grow the visitor economy.
“This plan is the culmination of a number of interviews and surveys provided by people and businesses that have a direct input into the success of our visitor economy and who have shared their ideas and suggestions to take us forward.”
Gemma Rio, head of Destination Harrogate, said:
“To attract business and investment, a destination must be distinctive, attractive and well managed and we have developed this destination management plan to set out the vision, priorities and actions, we – as a destination – need to put in place to meet that vision.
“Key stakeholders from visitor attractions and restaurants, independent hotels, conference venues and event organisers from across the district have contributed towards the shared goals of our ambitious plan to achieve the long-term vision of a visitor economy worth around £835 million per annum by 2030.”