7.5m people visited Great Yarmouth on holiday in 2022

Beaches, attractions, entertainment and heritage across the resort attracted more than 7.5m visits in 2022, pumping in £631,062,890 into the borough’s economy.

Figures from the independent Cambridge Model report show that the amount generated last year was nearly £200 million more than in 2021.

However the tourism sector's impact is almost a third below that of pre-pandemic levels.

Tourism's economic impact in Great Yarmouth in 2022. Picture - TMS Media (Image: TMS Media)Asa Morrison, chief executive of Visit Great Yarmouth, said he had expected a rise across the board in 2022 because pandemic restrictions had remained in 2021.

“The 2022 figures illustrate the extent of the recovery, as well as the significant proportion of employment generated by tourism across the borough," he said.

“This summer, businesses reported a higher volume of visitors enjoying what our destination has to offer, although they were more cautious with spending, which is a direct impact of the cost-of-living challenges and the pressures on families’ finances."

Asa Morrison, chief executive of Visit Great Yarmouth. Picture - Newsquest (Image: Archant)The report highlights tourism as a significant employment sector, with almost 30pc of jobs in the borough created by tourism last year, supporting 9,377 full-time equivalent jobs, an increase from 6,960 in 2021.

A total of 12,646 people worked in jobs related to tourism and hospitality last year, compared to 9,404 in 2021, representing 28.7pc of the borough’s total employment.

Headline figures for 2022 recorded 4,018,000 total staying nights compared to 2,964,000 in 2021, with people staying overnight spending a total of £252,743,000 compared to £174,129,000 in 2021.

Holidaymakers Rose Jolly, left, and Diane Armsby, enjoying the hazy sunny weather at Britannia Pier at Great Yarmouth. Picture - Denise Bradley (Image: Denise Bradley)The number of day trips to Great Yarmouth reached 6,570,000 compared to 4,078,000, in 2021, with day visitors spending a total of £217,042,000 compared to the previous year's £143,156,000.

The Cambridge Model examines the volume and value of tourism and the impact of that expenditure on the local economy. 

The results are calculated by adding associated spending on top of visitor spend. Associated spending includes maintenance investment on second homes and holiday homes, boats, static caravans and household spending. Associated spending totalled £25,842,744 in 2021.

FLASHBACK: Regent Road before the pandemic. Picture - Newsquest (Image: Newsquest)