Tourism’s value to the Peak District and Derbyshire economy surpassed expectations in 2017 – rising by 6% to £2.15 billion.
New research released by tourist board Marketing Peak District & Derbyshire reveals that the increase on 2016 was double the average annual rise of 3% since 2011.
Annual visitor numbers rose to 40.45 million, an increase of more than 1.3%, while the number of full-time equivalent jobs supported by the visitor economy is up by almost 2.5% at 28,630.
Jo Dilley, managing director at Marketing Peak District & Derbyshire, said: “The significant rise in tourism’s overall value over the past year signals that our long-term policy to run innovative and targeted marketing, PR and social media campaigns to encourage more people to come and stay for longer and to spend more money here is really paying off.
“The latest figures also show that our efforts to attract more visitors at quieter times of the year to extend the season from February to November are also effective, with more people staying for three or four nights rather than two.”
Figures that show that the tourist board’s website, www.visitpeakdistrict.com, relaunched in January 2017, is also performing extremely well.
More than one million user sessions were logged between February and August, a rise of more than 37% year-on-year.
The tourist board’s social media following on Facebook, Twitter and Instagram has increased by 22 % in the past year from just under 75,000 in July 2017 to more than 92,000.
Pictured: Pennine Way, Peak District.
Home page image of the Peak District: ©VisitBritain/Tomo Brejc