Tourism economy goes from strength to strength

New figures show that the Lancaster district’s visitor economy surged in 2024 and generated an impressive £648.3 million in economic impact while welcoming 7.13 million visitors.

The figures come from the latest STEAM report and reveal a destination that’s not just growing, but thriving, with longer stays, higher spend, with a stronger tourism offer than ever before.

The City of Lancaster led the way with a 14% increase on 2023, pushing its tourism value to £174.8 million as 2.58 million visitors flocked to its heritage and hospitality. Morecambe followed with £192.9 million, buoyed by its iconic seafront and events, and the sector now supports 1,910 jobs, underlining the town’s role as a cornerstone of the local economy.

Carnforth and Silverdale meanwhile delivered £131 million through quality, experience-led tourism, with South Lancaster and rural areas rising 2.5% to £149.7 million, proving the appeal of hidden gems and countryside escapes. District-wide trends show that staying visitors are driving value, with longer breaks and higher spend making Lancaster and Morecambe Bay a destination to savour.

Councillor Martin Bottoms said: "These figures show the strength and resilience of the Lancaster district’s visitor economy. Tourism is not only bringing in millions of pounds but creating thousands of jobs and opportunities for local people. With Eden Project Morecambe on the horizon, we’re confident this growth will continue, making our district an even more attractive destination for visitors from across the UK and beyond."

David Waddington, Chairperson of Morecambe BID, said: "It’s very encouraging to see Morecambe continue to welcome more and more people to the town, and surrounding areas. The combination of our beautiful, uninterrupted miles of promenade, strong hospitality offering - and wide variety of events throughout the year - ensure that Morecambe continues to be a sought-after destination, and these figures confirm that.”

Tony Johnson, Lancaster BID manager, added: "As the biggest organiser of Lancaster city centre events throughout the year, Lancaster BID is proud to play our part in boosting the visitor economy. The increase in visitor numbers is recognition of the high quality on offer in the city centre including a thriving hospitality sector and unique range of quality independent retailers."

Mark Prada, Chair of Bay Tourism Association, agreed: "It is great to see Lancaster, Morecambe and the surrounding area performing so well, as an iconic destination for visitors. "With inspiring ongoing developments to our tourism offer and the arrival of Eden Project Morecambe in the not too distant future, I am looking forward to seeing this growth continue. Positive news such as this, can only encourage business investment and good quality employment opportunities in the area."

The full report can be found at: https://lancasterandmorecambebay.com/visitor-information/visitor-economy.

 

Last updated: 14 January 2026