Tour of Britain worth over £3.5 million to region, says Cheshire East Council

A report published by Cheshire East Council has determined that the Tour of Britain was worth at least £3.5 million in added revenue to the region.

As well as racking up around 7.63 million live and highlight TV viewers, the boosted visitor income tallied an estimated £5.45 million of gross economic activity for the UK. 1.23 million viewers tuned in for Stage 3 alone.

With 300,000 spectators said to have lined the route, the 2016 race broke records, that “answer critics”, offered Cheshire East Council deputy leader David brown.

“This has been a truly fantastic event and our faith in the residents and businesses of Cheshire East, in the support they gave to the event, has been thoroughly rewarded.

“We have answered our critics, who said we should not have been doing this but the legacy value of the race – both economically and in terms of other outcomes – is without precedent in this borough.

“To stage an event on this scale – involving our Olympian cyclists, with 1.23 million television viewers and the huge profile and prestige this has brought to Cheshire East – has been a great triumph for the council, the Tour of Britain and, most of all, our residents and businesses.”

Further adding weight to the value of the race, around 63% of spectators roadside were said to be from outside of the region. 59% of spectators surveyed also said they felt inspired to cycle more themselves.

An independent report on the legacy value of the race has been prepared for presentation to the council cabinet shortly.

To read the report, click here.