Visitors flocking to Blackpool to take advantage of 'free high-quality events'

Despite challenges such as the cost of living crisis and riots, new data reveals that Blackpool's seafront saw an increase in visitors this summer, peaking at 6.8 million in July. Mobile phone data indicates that footfall on the Promenade rose during June, July, and August 2024 compared to the same period in 2023.

The figures, which were included in the latest tourism performance report presented to the Tourism, Economy and Communities Scrutiny Committee, show a nine per cent increase in June, a 41 per cent rise in July, and a 24 per cent boost in August. Visitor numbers started at around five million in early June, peaked at 6.8 million in July, and fell slightly to just under six million in August.

Highlights of the summer included the two-day Blackpool Air Show on August 10 and 11, which drew approximately 350,000 people.

Despite riots denting public confidence the previous weekend, local authorities and police reassured the public that the event was safe to attend. The upward trend continued into September, with record crowds attending the World Fireworks Championships held over three Saturdays.

This resulted in a 41 per cent increase in footfall to 250,667, up from 178,333 the previous year, reports Lancs Live.

Promenade footfall for September was 42 per cent ahead of the previous year. Figures also show the economic impact of the Fireworks Championships with the Houndshill Shopping Centre showing combined footfall of 97,760 over the three Saturdays in 2024 compared to 78,314 over the three events in 2023.

Around 60,000 people also packed onto the Tower Festival Headland to watch Spice Girl Mel B switch the Illuminations on. Other council led events which have also driven tourism in Blackpool this year include the Lightpool Festival, Monster Hunt, and Christmas by the Sea.

Further national publicity has been attracted by Strictly Come Dancing at Blackpool Tower, Britain's Got Talent Auditions at the Winter Gardens and Children In Need which saw BBC Radio 2 presenter Paddy McGuinness pedal through Blackpool as part of his 300-mile cycling challenge. Although the report did not set out how many overnight stays there had been in Blackpool, the meeting was told events such as dance festivals at the Winter Gardens and the Blackpool Cup football competition filled many rooms.

Increased coach travel, Merlin's attraction pass and extending the season until the start of January had also boosted overnight stays and led to other operators including those providing holiday accommodation to stay open for longer. The report says that while the cost of living crisis has impacted tourism spending, free events have been key to drawing visitors in.

It says: "There are a number of reasons why events are driving growth in visitor numbers across parts of the UK tourism industry. In Blackpool's case, one of the primary reasons is that our events are delivered to an extremely high quality and free to attend. This gives us a significant market distinction and advantage.

"Free events become even more compelling at a time when household finances are being squeezed as has been the case post-Covid.

"Against this backdrop, it is critical that Blackpool continues to promote and market itself as an affordable family holiday destination offering both quality and good value for money. Continued investment in our major events programme which gives visitors free access to high-quality events during the summer, autumn and winter months, including Air Show, Ride The Lights, Switch-On, World Fireworks, Lightpool Festival, Christmas By The Sea and the extended Illuminations season has become paramount."