Cycling event provided £645k Powys boost
The flagship sporting event, supported by the Welsh Government and Powys County Council, generated more than £1.1m visitor spend delivering a £645,454 gross value-added boost to the county’s economy.
Cabinet member for Economic Development, Housing, and Regulatory Services, Councillor James Evans said: “Not only did the Women’s Tour highlight our fantastic countryside to an international audience, selling Powys to the world, but it also has had a direct and immediate benefit to businesses in Powys.
“The event proved to be hugely popular with recent research undertaken by Frontline estimating that 27,500 people watched the event, with 81% of these coming from outside of Powys and 33% staying in the area overnight.
“An added bonus was that 71% of those who attended the event have been inspired to cycle more often, and 97% of visitors rated their experience as being very good or good.”
Leader of Powys County Council, Councillor Rosemarie Harris added: “It was a pleasure to welcome so many people to Powys last summer. It is pleasing to read to that the event, supported by Powys County Council, has encouraged spectators to cycle more often, hopefully on our many miles of roads and trails within the county”.
Stage 5 of the OVO Energy Women’s Tour started in Llandrindod Wells, travelling through Knighton, Rhayader, and Newbridge on Wye, before finishing in Builth Wells on June 14. The race, billed as the best ever, saw 96 riders take the 87-mile route through Powys.
On the day, Britain’s Lizzie Deignan (Trek-Segafredo) claimed victory, before ultimately claiming the tour title in Carmarthenshire the following day.
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