Tour of Britain visit boosted Devon's economy by £6 million this year

September’s visit to Devon of the Friends Life Tour of Britain pumped more than £6 million into the local economy, according to a report commissioned by race organisers, SweetSpot.

Stage 5 on Thursday 11 September, which was hosted by Devon County Council ran from Exmouth to Exeter, looping across Dartmoor. It was won by IAM Cycling rider Matthias Brändle, who last month set a new Hour record.

According to the report, some 230,000 spectators turned out to watch the stage, with 14 per cent of visitors staying overnight and spending an average of £72 each, reports the Torquay Herald Express.

The county benefited from £6.045 million of extra spending as a result of the race, which featured riders including Sir Bradley Wiggins and Mark Cavendish and was broadcast in 139 countries, with 1 million UK viewers watching ITV4’s coverage, it adds.

Some 2,600 people who watched the race took part in an online survey, nine in ten saying that it was “very enjoyable” and just over six in ten saying that watching it would give them inspiration to ride their bike more often.

After hosting the race for eight years in a row, it will not be visiting the county next year, although both the county council and SweetSpot have said they will look at the possibility of it returning in 2016.

Councillor Stuart Hughes, Devon County Council cabinet member with responsibility for cycling, commented: “This year was another triumph for the Devon Stage of the Friends Life Tour of Britain, and we’re thrilled that it has generated another significant amount of spending in the county.

“I think the impressive turnout of spectators has again demonstrated how well regarded The Tour is in Devon, and always earns praise from the Tour organisers Sweetspot.

“The Tour is now a well-established event on the sporting calendar, and I’d like to think that Devon has played a role in helping to achieve that over the past eight years,” he continued.

“It’s great to see that this report has found that so many people enjoyed the race and have been inspired to cycle more often.

That’s part of the legacy that we’ve always aimed for to ensure Devon is a cycling county, and the worldwide TV coverage provides long term recognition of what Devon has to offer cyclists.”

During the past eight years the race, revived under SweetSpot's management on behalf of British Cycling in 2004, has generated £33 million in total for Devon’s economy.

The biggest crowds were seen in 2013 when a quarter of a million people turned out to watch riders including eventual winner Wiggins on the county’s roads, Simon Yates winning on Haytor on his way to clinching third place on the podium.

Mick Bennett, Tour of Britain race director, said: “We’d like to thank Devon County Council for their support in once again putting on a fantastic stage of the Friends Life Tour of Britain.

“This year’s Tour was exciting throughout, nowhere more so than in Devon with the memorable finish in Exeter city centre.

“We have worked with Devon County Council over the past eight years, seeing the race grow in size and stature, and showcasing the county's towns, cities and countryside with some brilliant racing on ITV4.

“We will continue to work closely with Devon County Council and look at plans for 2016," he added.