Birmingham has reported a footfall of 5.5m during the Christmas market period with a total spend of £397m.
According to Visit Birmingham, footfall is up 1.2m from two years ago. This 28% increase in visitor numbers contributed to a consumer spend which is nearly double the £201m generated in 2012 when figures were last calculated.
Meanwhile, the city’s hotel trade also benefited, enjoying an average occupancy rate of 84% during the Christmas Markets programme, up from 79%.
The Frankfurt Christmas Market and Craft Market welcomed a record-breaking number of visitors in 2014, with footfall reaching an all-time high of 5.5m – 28% increase from two years ago.
The increase in visitor numbers contributed to a record consumer spend of £397m – nearly double the £201m generated in 2012 when figures were last calculated.
Birmingham’s 2014 Christmas Markets – the largest of their kind in the UK – attracted audiences from across Europe. They formed the centrepiece of an extensive festive programme that saw a host of events and activities take place across the region.
Councillor Ian Ward, deputy leader of Birmingham City Council, said: “These record-breaking visitor numbers demonstrate the quality and wide appeal of Birmingham’s Christmas Markets. Our extensive festive programme has drawn visitors from across the UK and Europe, all of whom have enjoyed the city’s retail and events offer, as well as the famous Birmingham welcome.
The positive figures form an excellent base for 2015, which is set to be one of Birmingham’s most exciting periods in over a decade.”
Birmingham is set to build upon the success of its Christmas Markets as it welcomes the world with a series of international tourism trade delegations visiting the region in the first quarter of 2015.
Emma Gray, director of marketing services at Marketing Birmingham, which operates the leisure and business tourism programmes Visit and Meet Birmingham, said: “The success of the Christmas Markets programme not only rounds off an exceptional year for Birmingham’s visitor economy, but provides a ripple effect for continued success throughout the wider region in 2015.
In 2015, Birmingham will attract international sporting events such as the Ashes and Rugby World Cup.
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