Britain’s Harborough district’s visitor economy was worth a record £209.29mn ($278.36mn) in 2025, up 6.1% year on year, according to the latest Scarborough Tourism Economic Activity Monitor (STEAM) report, Harborough District Council said on July 31.
The Leicestershire district has been positioning its market towns, countryside and heritage attractions to draw both day-trippers and overnight stays, with arts and culture emerging as a growing draw. The figures point to visitors staying longer and spending more, a pattern councils across rural England are chasing to lift the value of the visitor economy beyond headline arrival numbers.
The district drew 2.78mn visitors in 2025, a 3.3% rise on the previous year, while visitor days climbed 3.3% to 3.25mn. Day visitors spent £133.51mn and overnight visitors contributed £75.78mn.
The tourism sector supported 1,865 full-time equivalent jobs. The 2025 total compared with £197.34mn in 2024.
“These results demonstrate the important role tourism plays in supporting our local economy and communities,” said Rosita Page, cabinet lead for business and tourism.
“It is particularly encouraging to see more visitors choosing to spend longer in the district, bringing benefits to local shops, hospitality venues and accommodation providers.”
Why it matters for the trade
The split between day and overnight spend is the number operators should watch and suggests people are looking to stay in the UK in a bid to save money compared with going abroad. Day visitors still account for the larger share at £133.51mn, but the £75.78mn from overnight stays is where accommodation providers and inbound packagers can build margin.
The rise in visitor days ahead of visitor numbers signals lengthening dwell time, which favours multi-night rural itineraries and self-catering product. The arts and culture angle gives DMCs a differentiator for a district competing against better-known Cotswolds and Peak District escapes, and the market-town food and drink scene suits the growing demand for experiential, independent-led breaks.
Read more about why Europeans are spending more money at home from our trend report earlier this year.