North Herts has emerged as the top choice for overnight stays in Hertfordshire, as 2.9 million people chose to visit in 2023.

Statistics that have been published this week show that North Herts tourism industry is nearing pre-pandemic levels with 190,900 overnight stays recorded in 2023, a 37 per cent growth since 2021, as well as visitors to the area contributing £51 million to Hertfordshire’s economy.

The study was commissioned by Local Visitor Economy Partnership (LVEP) Visit Herts and used the Cambridge Economic Impact Model to measure the volume and value of tourism within North Herts, as well as the effect of visits and visitor expenditure on the local economy. 

Cllr Tamsin Thomas, executive member for enterprise at North Herts Council, said: "It’s great to see how North Herts is becoming a real draw for visitors. 

“These figures show just how much people enjoy exploring our district, whether it’s for the stunning countryside, historic towns, or welcoming atmosphere. 

“Tourism plays a key role in boosting our local economy and supporting jobs, and we’re committed to helping it thrive even more in the future.”

Tourism helps to support 4,126 jobs across North Herts, representing six per cent of total employment within the district and in 2023 generated a tourism value of £221 million. 

Visit Herts chief executive, Deirdre Wells, OBE, said: "Hertfordshire'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.

“As we continue to celebrate Hertfordshire’s growing appeal, it's crucial to acknowledge the industry’s ongoing challenges, particularly with the current economic pressures and operational costs that our local businesses face daily. 

“While we’re encouraged by the progress in overnight stays, the sector is still navigating recovery in international visits with factors like inflation and the cost-of-living impacting traveller spending.

“Through our newly launched Destination Management Plan, we’re committed to addressing these challenges head-on, supporting our partners, and advocating for policies that help sustain the industry. 

“It’s clear that, despite the strides we’ve made, there is more work ahead to ensure full recovery and continued growth for tourism in Hertfordshire.”