Tourism in St Albans District has bounced back from the pandemic.

A study commissioned by St Albans City and District Council and St Albans BID on behalf of Visit Herts revealed significant increases in spending and overnight stays.

The study found there were 274,000 overnight stays in the district last year, a rise of 3 per cent on 2019, the year before Covid-19 impacted the hospitality industry.

These overnight visitors contributed £76 million to the local economy, an increase of 14 per cent on 2019.

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Visitor numbers also showed strong gains with 2.1 million people visiting the district in 2023, up 23 per cent on the 2021 figure and at 96 per cent of 2019 levels.

The overall value of tourism to the district reached £217 million in 2023, an increase of 3 per cent on pre-pandemic levels.

Tourism also boosted local employment, now supporting 3,755 jobs across the district, up 6 per cent on 2019 and 5 per cent of total employment.

The study used the Cambridge Economic Impact Model to measure the volume and value of tourism within a destination, as well as the effect of visits and visitor expenditure on the local economy.

Councillor Paul de Kort, the council’s leader and lead for the visitor economy, said: “This study shows that St Albans District is firmly established as a major visitor destination with potential for continued growth.

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“As a council, we work with a range of partners including Visit Herts, the Cathedral, St Albans City Centre BID and, of course, our many hospitality businesses to develop this section of the local economy.

"It is heartening to see these impressive results.”

Vivien Cannon, manager of St Albans City Centre BID, said: “BID considers St Albans to be ‘the’ premier cultural destination in Hertfordshire.

“It is very rewarding to see the upturn in visitor data and reassuring for local businesses.”

Visit Herts chief executive Deirdre Wells said: "St Albans District’s resurgence as a top destination for overnight stays is a testament to its unique charm, rich history, and beautiful countryside that resonates with visitors seeking both relaxation and discovery."