Visitor Economy & Tourism

Big numbers. Bold ambition. Unmissable Opportunity

Lancashire’s visitor economy is one of the UK’s largest and most diverse – and it’s growing. We welcome more than 66 million visitors a year, generate over £5.4 billion in economic impact, and support over 57,000 jobs across tourism, hospitality, leisure and culture.

This isn’t just about iconic coastal resorts. Our entire county is alive with opportunity – from the hills of Bowland to the theatres of Lancaster, the heritage of Pendle to the buzz of Blackburn, and the foodie scenes of Clitheroe, West Lancashire and beyond.

We’re investing in world-class destinations such as Eden Project Morecambe, unique experiences and place-led regeneration – Lancashire's visitor economy is packed with potential.

Why invest in Lancashire’s visitor economy?

• £5.4 billion economic value in 2023
• Over 66 million annual visitors (and rising)
• 57,000+ jobs supported across the sector
• Home to the UK’s top seaside destination (Blackpool)
• Year-round demand across coast, city and countryside
• Major public and private investment in attractions and infrastructure
• Strategic alignment with clean growth, health, and culture sectors

Across Lancashire: Coast, Countryside and Cities

Lancashire isn’t one place – it’s many. From world-famous resorts and National Landscapes to cultural cities and characterful towns, our whole-county visitor offer is built on quality, authenticity and diversity.

The Coast – Iconic, Reimagined and Investment-Ready

Lancashire’s coastline attracts millions of visitors annually and is central to the county’s year-round tourism economy. It’s where regeneration meets tradition, and where future-facing projects are already drawing global attention.

Key areas:

• Blackpool – The UK’s #1 seaside resort and entertainment capital. Now evolving through Blackpool Central, Winter Gardens conference centre and a growing events, esports and night-time economy.
• Wyre – Gateway to Morecambe Bay with beaches, nature reserves and family attractions. Opportunity for green tourism and active coast experiences.
• Morecambe - Where the transformational Eden Project Morecambe is set to deliver a world-class eco and wellbeing attraction with global draw.
• Fylde  - Coastal trails, outdoor adventures and cultural tourism.

Investor opportunities:

• Hotel and accommodation developments
• Sustainable transport and eco-tourism infrastructure
• New attractions, digital experiences and public realm partnerships
• Waterfront hospitality, events and place-based retail

The Countryside – Natural Beauty and Experiential Growth

Over 80% of Lancashire is rural, and it’s home to some of England’s most beautiful – and investable – countryside. From forested hills to fertile farmland, this is a rising destination for wellness, food and experiential tourism.

Key areas:

• Ribble Valley – A luxury rural brand, known for fine dining, boutique stays and wedding tourism.
• Pendle – Myth, heritage and hills. A unique story-led visitor proposition with strong place identity.
• Hyndburn & Rossendale – Undiscovered adventure, with demand for eco-stays, cycling, and rural creative spaces.
• West Lancashire – Home to thriving agritourism, artisan producers and world class food and drink with easy access from Merseyside and Manchester.
• Chorley & South Ribble – Accessible green escapes and family-oriented outdoor attractions with growth potential.

Investor opportunities:

• Wellness retreats, eco-lodges and experiential accommodation
• Food and drink experiences – farm-to-fork, distilleries, artisan producers
• Nature-based activities: cycling, walking, wildlife, dark skies
• Event spaces, glamping and outdoor culture venues

Cities & Towns – Culture, Creativity and Regeneration

Lancashire’s cities and towns are rich with heritage. They are centres of culture, higher education, independent food, performance and live experiences – and they are central to the county’s tourism growth ambitions.

Key areas:

• Preston (City) – A compact, walkable city with a growing events, live music, football and indie food scene. Major public realm and cultural investment underway.
• Lancaster (City) – A university city with canals, castles, heritage and performance. Developing its reputation as a creative destination with boutique hotel demand.
• Blackburn with Darwen – A major regeneration area blending cultural venues, textile heritage and inclusive place-making.
• Burnley – A bold, energetic town reimagining its canalside and historic mills for creative enterprise and tourism.

Investor opportunities:

• Urban boutique and branded accommodation
• Food, drink and leisure hubs
• High street culture, retail and visitor services
• Event and venue partnerships – including heritage assets
• Night-time economy, family entertainment, arts and esports

Skills and support to back the sector

• Sector-specific training and apprenticeships across hospitality, events and tourism
• Promotion from Marketing Lancashire with strategic support from local authorities and skills providers
• Active business networks and tourism partnerships
• Access to funding and development guidance
• Data and insight to support new propositions

A Visitor Economy with Room to Grow

Lancashire’s visitor offer is broad, authentic and backed by investment. If you’re looking for a market with scale, variety and staying power – this is it. Head to visitlancashire.com for more information on what makes Lancashire such a great place to visit.