Blackpool, one of the United Kingdom’s most iconic seaside destinations, has seen a notable rise in tourist numbers, marking a strong rebound and continued appeal to both domestic and international visitors. According to newly released figures for 2023, the popular Lancashire resort attracted an impressive 21.5 million tourists over the year. This marks a significant 6% increase compared to the 20.3 million visitors recorded in 2022, underlining the town’s enduring charm and the success of its recent tourism initiatives.
The data comes from the annual STEAM report, an independent analysis that evaluates various key performance indicators within the tourism sector, including attendance at events, visitor attraction numbers, and hotel occupancy rates. The report not only highlighted the increase in visitor numbers but also noted that the value of Blackpool’s tourism industry remained stable at £1.98 billion. This figure represents 32% of the total value of Lancashire’s visitor economy, further emphasizing Blackpool’s pivotal role in the region’s tourism landscape.
Councillor Lynn Williams, leader of Blackpool Council, welcomed the findings and described them as “very encouraging.” She attributed the rise in tourist numbers to a blend of new attractions, extended seasonal events, and strategic marketing efforts. One of the key successes of 2023 was the expansion of the popular autumn Illuminations season by two months, which, coupled with the festive “Christmas By The Sea” village, drew large crowds and created a buzz that kept the resort vibrant well beyond the traditional summer season.
The impact of this increase in tourism has also been felt in the local job market. The number of full-time tourism and hospitality jobs in Blackpool rose to 23,419, a 5.3% increase over the previous year. This growth signals not only a rising demand for services but also a robust support system for the local economy, which heavily relies on the tourism sector.
Among the many highlights of 2023 was the return of the Illuminations Switch-On to the Promenade for the first time in three years. This event, which drew significant attention, featured singer Sophie Ellis-Bextor as the special guest responsible for lighting up the town’s famous illuminations. The marketing efforts surrounding Blackpool’s resurgence also received a boost from a multi-media campaign starring “resort ambassador” Nigel C Gull, a seagull puppet brought to life by the voice of comedian Johnny Vegas. This light-hearted and engaging campaign helped solidify the town’s appeal to families and day-trippers alike.
Additionally, new attractions contributed to the resort’s appeal, including the £2.3 million Gruffalo & Friends Clubhouse on the Promenade, the £4 million refurbishment of the iconic Valhalla ride at Pleasure Beach Resort, and the unveiling of a £1.5 million big cat facility at Blackpool Zoo. These investments not only enhanced the visitor experience but also demonstrated Blackpool’s commitment to evolving its tourism offerings to keep pace with modern expectations.
In light of these developments, Councillor Williams reaffirmed the town’s dedication to positioning Blackpool as the UK’s leading seaside destination, with a focus on maintaining its status as a year-round attraction. As footfall on the Promenade increased last summer, driven by free events and new attractions, it appears that Blackpool’s strategic approach to tourism is reaping tangible rewards, promising a bright future for the resort town and its residents.
