Summer Visitor Boom Boosts Bridlington Attractions As Events Expand

Record visitor numbers and increased ticket sales have boosted the local economy in Bridlington this summer following a drive to maximise the use of publicly owned assets.

Visitor numbers and local spending have surged across Bridlington this summer. A new strategy to maximise the potential of publicly owned coastal attractions has driven the economic boost.

Record attendances have been recorded at major events, while linked promotional campaigns have successfully encouraged tourists to spend more time and money within the local area. The initiative has focused on connecting popular destinations like Sewerby Hall and Gardens with other local amenities, ensuring that the economic benefits remain within the community.

Cabinet member for Tourism, Councillor Nick Coultish, explained how careful planning has led to increased participation across several major attractions.

"Our Beach 5K continues to grow in popularity. After moving the event in May, entries increased by 34%, making this year's race the biggest yet.

This year's Wildlife Photographer of the Year event attracted almost 32,000 visitors, and the iconic bricks exhibition increased admissions by 32% this summer.

A promotion at Southcliff Holiday Park encouraged visitors to spend money at Bridlington Spa. The Ride and Refresh campaign linked the land train with Sewerby Hall and Gardens and the café there.

The result was more visitors, increased spending, and more income staying within council-operated services. And that's not an accident. It's the result of thoughtful planning and making the most of the assets that we already own."

The financial uplift has also been felt strongly at Bridlington Spa, where summer shows and upcoming winter productions are experiencing a surge in popularity. Early ticket sales for the festive period have already broken previous records, indicating continued economic benefits for the town as the year progresses.

Councillor Coultish detailed the venue's recent performance and the growing excitement for the upcoming winter pantomime.

"ticket income over July and August increased by 21% and the return of Muddles delighted family audiences once again and preparations are well underway for this year's pantomime, which will be Cinderella.

I'm pleased to report that ticket sales are already way ahead of any previous year at this stage and school bookings have more than doubled compared to two years ago. So, clearly, there are plenty of people looking forward to a trip to to the spa to see Cinderella."

The undeniable economic and social benefits seen in Bridlington have sparked interest in replicating the model further down the Yorkshire Coast. Other coastal communities are now looking to benefit from similar targeted investments and event planning.

During a recent meeting, Councillor Paul Smith questioned whether the successful approach could be expanded to other towns, prompting a positive response from Councillor Coultish regarding future plans for places like Hornsea.

"Seeing those events happening Bridlington were absolutely brilliant and it it's not just the economic benefits, it's the memories that people are creating and the wellbeing, and given their success, my question to you is, would you look at replicating those events elsewhere at our coastal communities including wonderful places like Hornsea?

The team do deliver a lot of events in places like Hornsea and Withernsea, but we will also continue to with my support in particular, continue to look at ways to expand that and deliver more services, more events, deliver that economic investment to more places."

Lower commission costs and greater financial control have also been achieved by bringing the management of regional holiday accommodation in-house. The move has generated additional income to help protect wider community services across the East Riding.

Councillor Coultish explained the financial impact of changing how the holiday cottages are managed.

"We brought the marketing and booking management of our holiday cottages back in-house. The result was greater control, lower commission costs, and the cottages are now about £20,000 ahead of budget this year.

That's exactly the sort of commercial thinking that we need in local government and generating additional income in that way  without operating in silos. It helps us protect services and deliver better value for for money for residents."