Tourism in Nottinghamshire is reaching new heights, with Visit Nottinghamshire helping deliver a 6.7 percent increase in the economic impact of the visitor economy, now worth an impressive £2.53 billion.
The latest figures show that 34.96 million visitors came to Nottingham and Nottinghamshire in 2024/25, supporting more than 22,500 local jobs and underlining the importance of tourism as one of the region’s key economic drivers.
Sectoral analysis shows that shopping continues to lead the way, making up over a third of the total visitor spend at £1.89 billion. Food and drink also performed strongly at more than a quarter of the overall value (£0.53 billion), reflecting the county’s thriving hospitality scene. Recreation and accommodation both grew steadily, with hotels and guesthouses seeing the fastest rise at 7.4%. Transport and other visitor spend also recorded solid growth, underlining the balanced and wide-reaching benefits of Nottinghamshire’s visitor economy.
Visit Nottinghamshire’s strategic marketing and PR campaigns were a contributor to this success. Over the past year, the organisation generated a record-breaking 765 million audience reach, a 738 percent increase on the previous year, with an advertising value equivalent of £7.34 million. Media highlights included BBC and ITV features on Nottingham’s Nuclear Bunker tours in Beechdale, a prime-time Robin Hood (Robin des Bois) feature on France’s TF1 travel news segment, and international coverage of Nottinghamshire’s sporting and football heritage on Italy’s LA7 podcast.
Digital platforms also played a vital role. The Visit Nottinghamshire website achieved 4.49 million views, social media campaigns reached 4.1 million users, and the monthly newsletter now connects with 41,000 subscribers.
The Nottingham Tourism Centre, based in Old Market Square, welcomed over 100,000 people through its doors. Providing tailored advice, accessibility support, and a locally focused retail offer, the centre continues to extend visitor stays and increase spend within the city and county.
Chief Executive Megan Powell Vreeswijk said:
“Tourism is one of Nottinghamshire’s strongest economic assets, and these results demonstrate its power to generate growth. From global media features on Robin Hood to the outstanding work of our Tourism Centre team, Visit Nottinghamshire has delivered record results. The £2.53 billion boost is a clear sign that our visitor economy not only tells our story but sustains jobs, supports businesses, and drives prosperity across the region.”
Looking ahead, Visit Nottinghamshire will lead the delivery of a new 10-year Destination Management Plan, setting out a clear vision for sustainable growth, innovation, and international recognition for Nottingham and Nottinghamshire as a must-visit destination.
*Visitor Economy & BV&E Data provided by STEAM
Posted on 08 September 2025
