Tourism in St Albans District has recovered from the impact of the pandemic with spending and overnight stays both showing marked increases.

A study was commissioned by Visit Herts, the Local Visitor Economy Partnership whose members include St Albans City Centre BID and St Albans City and District Council.

It revealed there were 274,000 overnight stays recorded in the District last year – a rise of 3% on 2019, the year before Covid-19 hit the hospitality industry.

The report from Destination Research, an independent analytics agency, also determined that the overnight visitors contributed £76 million to the local economy, an increase of 14% on 2019.

Total visitor numbers also showed strong gains with 2.1 million people visiting the District in 2023, up 23% on the 2021 figure and at 96% of 2019 levels.

In addition, the overall value of tourism to the District reached £217 million in 2023, which is an increase of 3% on pre-pandemic levels.

Tourism also boosted local employment, and now supports 3,755 jobs across the District, up 6% on 2019 and 5% 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. We can see the evidence building up all around us over the past few years with the opening up of new hotels, restaurants, pubs and other attractions. 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. BID’s investment in delivering focused marketing of St Albans to local, national and international audiences via the Enjoy St Albans website, associated social media platforms, the Visitor Guide and in publications, plays an important role alongside the work of Visit Herts. 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. These strong recovery figures affirm the vital role tourism plays in our local economy, not only in driving visitor spending but in sustaining thousands of jobs.”

The full St Albans Economic Impact Study 2023 report can be viewed here.

Find out more about Visit Herts here.