Event impact studies have demonstrated the huge economic and social benefits to host locations of the 2024 Lloyds Tour of Britain Women and Men – the UK’s biggest free to watch sporting events.

Research carried out by YouGov, undertaken following the Tours last year, has revealed the direct economic impact of the four-stage women’s Tour brought a total value of £10.4 million to local areas, while the six-stage men’s Tour brought in £17.2 million. The total event impact came to £11.9 million and £21.2 million respectively (£33.3 million cumulatively), showcasing the long-term benefits to regions which host stages of this world-class event.

Significantly, only spending by attendees from outside the host economy that can be directly attributed to the event was accounted for in the analysis i.e. those coming to the area specifically for the event. Spending by locals was excluded and therefore figures may underplay the true impact.

Event ‘tourists’ across both races spent a total of 174,000 nights in the local areas, as a result of the event – spending significantly on food and drink, transport and local accommodation, with almost 100,000 of these nights in hotels, hostels or short-term property rentals.

The research revealed a combined £3.5 million was invested by event organisers and suppliers in the local areas across the Lloyds Tour of Britain Women and Men. 

For both Tours, more than 85% of respondents said the race shone a positive light on their local area, with 97% of respondents saying they would attend a road cycling event again, citing the superb access of the events, the incredible atmosphere they experienced on the ground across the stages, and the high quality of racing across the Tours.

A key mission of British Cycling is to bring the joy of cycling to all, and from the studies, two-thirds of respondents said they had been inspired to be more active and cycle more often. The social impact and significance this will have on the long-term health and wellbeing of the population in these areas is highly important.

The research also evidenced strong awareness and brand support for partners, with nine in ten people recognising Lloyds as key sponsor of the races. Almost seven in ten people reported feeling more positive about race sponsors and nearly six in ten said they were more likely to use their products and services (average across both races).

Jonathan Day, British Cycling Events Managing Director said,

“We are really encouraged to see the huge impact the Lloyds Tour of Britain Women and Men is having across England, Scotland and Wales.

“The figures from the report demonstrate the huge social and economic impact these events have on communities across the UK. Not only do travelling spectators and local residents have the opportunity to experience high quality racing on their doorstep, but the lasting legacy is apparent. It is encouraging that so many more people have been inspired to be active and cycle more often - allowing more people to experience the joy of cycling.

“2024 was a huge success and we are excited to see the impact the 2025 Lloyds Tour of Britain has, and many more editions in the future.”