Region’s visitor economy hits record £1bn high as English Tourism Week gets underway

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By Rick Lyon, Co-Editor

Hull and East Yorkshire’s visitor spend has topped £1 billion, a new independent economic report for the national tourism agency has revealed.

VisitBritain/VisitEngland’s report, conducted by Oxford Economics, reveals the tourism sector’s contribution to the UK economy and employment, its impact across the nations and regions and its potential for growth.

It comes as English Tourism Week, which runs from March 13-March 22, gets underway to highlight the outstanding quality and exceptional value that tourism brings to visitors and communities in the annual celebration of the industry.

Visit Hull and East Yorkshire (VHEY) – the Local Visitor Economy Partnership (LVEP) for the region – is nationally accredited by VisitEngland and supported by Hull City Council and East Riding of Yorkshire Council.

It connects, supports and promotes the visitor economy, driving economic growth, place development and sustainability.

Chris Blacksell, Chair of VHEY, said: “Reaching the £1 billion milestone for visitor spend in Hull and East Yorkshire is fantastic news, and it’s especially fitting as we celebrate English Tourism Week.

“Tourism plays a vital role in our regional economy, supporting jobs, sustaining businesses and showcasing the unique places, people and experiences that make our area such a great destination to visit.

“This latest report uses a slightly different methodology to previous studies, so direct comparisons should be viewed in that context, but it remains a robust independent assessment and clearly demonstrates the strength of our visitor economy.

‘FANTASTIC NEWS’: Chris Blacksell, Chair of VHEY

“While this milestone is something to celebrate, we recognise these are still challenging times for some in the sector. VHEY is here to champion and support all our tourism and hospitality businesses and help the industry continue to grow and thrive.”

A series of events and projects have been planned by VHEY, in partnership Yorkshire’s three other LVEPs, to mark English Tourism Week, following the local stories and national growth theme.

Yorkshire’s ‘Rising Stars’, featuring individuals who shine within tourism and hospitality businesses, will be featured on VHEY’s social media channels throughout the week.

The winner of an amateur photography competition to capture and showcase East Yorkshire’s beauty will be revealed following a public vote of 12 shortlisted entries.

Budding photographers in Hull are also been encouraged to capture their favourite local attraction, venue or business in a competition to be launched this week, shining a light on people, places and experiences which make the city unique.

In addition, VHEY will share stories, visits and achievements, including journalist visits and award-winning experiences.

Destination manager Anthony Yates OBE represented VHEY at a reception at 10 Downing Street to celebrate the launch of English Tourism Week. Stephanie Peacock, Minister for Sport, Tourism, Civil Society and Youth, Patricia Yates, CEO of VisitBritain/VisitEngland and Lyndsey Turner-Swift, deputy director of Visit England, were also in attendance.

Councillor Rob Pritchard, portfolio holder for culture and leisure at Hull City Council, said: “This latest report is hugely encouraging and reflects the growing appeal of Hull and East Yorkshire as a visitor destination.

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“Across the region there is so much for visitors to discover – from vibrant culture and heritage to outstanding events, attractions, landscapes and hospitality. It’s the passion and commitment of the businesses and organisations working across the visitor economy that make the experience so special.

“As we celebrate English Tourism Week, it’s a great opportunity to recognise the enormous contribution tourism makes to our communities and to the continued success of the wider region.”

Councillor Nick Coultish, portfolio holder for culture, leisure and tourism at East Riding of Yorkshire Council, said: “Hull and East Yorkshire offers visitors an incredible variety of experiences, from our stunning coastline and countryside to historic towns, unique attractions and fantastic food and drink.

“This report highlights the strength of the region’s visitor economy and the dedication of the many businesses and people who work hard to create exceptional experiences for visitors.

“English Tourism Week is the perfect opportunity to celebrate everything our area has to offer and to recognise the important role tourism plays in supporting communities and driving economic growth across the region.”

The new economic report was carried out by Oxford Economics, the world’s foremost independent economic advisory firm, and details the latest available data from 2024.

The last most similar Cambridge Model report in 2023 showed visitor spend for Hull and East Yorkshire was £815.9 million.

VisitEngland director Andrew Stokes said: “As our report demonstrates, tourism drives economic growth for our regions, and it is brilliant to see Visit Hull and East Yorkshire highlight the sector’s importance to the economy and to the community, as we come together to celebrate English Tourism Week.

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“Tourism underpins pride in our local communities and makes them places that we want to live and work in, and tell the world about. Every destination has a great story to tell. I encourage everyone to support the tourism businesses, attraction and local events across Hull and East Yorkshire during English Tourism week and beyond.”

Following English Tourism Week, the VHEY Tourism Conference 2026 will take place at the Mercure Hull Grange Park Hotel in Willerby on March 26, uniting tourism professionals from across the region to explore the future of the visitor economy.

It will focus on how artificial intelligence (AI) is transforming tourism at local, national and global levels, with TV presenter and producer Jason Bradbury announced as the keynote speaker.

Mr Stokes and Kerry Yeo, founder of Kerry Yeo Creative, will also be speakers.

In a further celebration of tourism’s finest, voting remains open for VisitEngland’s Tourism Superstar competition until March 22.

Champions working in tourism who provide fantastic experiences for visitors are highlighted in the competition, which also showcases the variety and quality of England’s tourism offer, businesses and destinations.

Hull and East Yorkshire’s HEY! Volunteers have been shortlisted and the winners will be decided by the public vote.

• To vote in the Tourism Superstar competition, visit www.visitengland.org/tourismsuperstarvote

• For more information about VisitBritain/VisitEngland’s Economic Value of Tourism report, visit www.visitbritain.org/research-insights/economic-value-tourism