The UK’s leading female professional cycling road race provided an influx of visitors to Warwickshire when it returned for a record-breaking third year.
Official figures have been released from this year’s OVO Energy Women’s Tour showing a very positive impact on the region.
More than 100,000 spectators lined local streets to see some of the world’s top female cyclists come together for the third stage of the Women’s Tour, topping last year’s attendance.
Almost two thirds of that figure – approximately 63,000 people – is made up of fans coming to Warwickshire to see the race – with an estimated 2,000 travelling from overseas.
The tour also provided a boost to the local economy, with an incredible 42 per cent – around £860,000 – of the tour’s £2million net spend spent by cycling fans in either Atherstone, where the race officially started, or in Royal Leamington Spa, the finishing point of the stage.
The successful statistics come after the streets were filled once again when Warwickshire hosted the OVO Energy Tour of Britain, which proved a huge draw back in September.
Leader of Warwickshire County Council, Cllr Izzi Seccombe is pleased that the major event was a success for the county for the third year running.
“It’s the third year in a row that we have hosted a stage of the OVO Energy Women’s Tour, and we have seen a huge rise in attendance figures every year.
“That has had a tremendous economic impact for businesses. As well as hosting a great event for the area, we do these kinds of things to benefit business owners.
“Now we have to capitalise on the success of the event and make sure we are encouraging people to the area and show them that we are a cycling hotspot with excellent routes available as well as first rate accommodation and restaurants, cafes and bars.”