Blackpool’s total visitor number increased by 6 percent in 2023, driven by major events, new attractions, extended Illuminations, and strong marketing efforts.

Blackpool’s tourism industry experienced significant growth in 2023, with visitor numbers increasing by 6 percent to 21.5 million, up from 20.3 million in 2022. 

The annual STEAM report – which independently measures indicators including attendance at events, visitor attraction numbers and occupancy levels at hotels – highlights this surge, noting that the resort now contributes 32 percent of Lancashire’s total visitor economy, valued at £1.9bn.

Blackpool Council leader Lynn Williams described the figures as “very encouraging”, crediting major events, new attractions, and extended seasonal programming for the boost. The Illuminations season was extended by two months, and the Christmas By The Sea village expanded, attracting larger crowds. These efforts, alongside strong partnerships and marketing campaigns, reinforced Blackpool’s status as the UK’s most visited seaside destination.

Tourism and hospitality jobs also rose by 5.3 percent, with 23,419 full-time roles now supported in the sector. Investment in new attractions played a key role, including the £2.3m Gruffalo & Friends Clubhouse, the £4m refurbishment of Valhalla at Pleasure Beach, and Blackpool Zoo’s £1.5m big cat facility.

Marketing initiatives, such as the multi-media campaign featuring “resort ambassador” Nigel C Gull, voiced by Johnny Vegas, further promoted the destination. Additionally, Sophie Ellis-Bextor headlined the return of the Illuminations Switch-On event to the Promenade for the first time in three years.

The council’s tourism data also showed increased footfall on the Promenade last summer, driven by free events and enhanced attractions, securing Blackpool’s position as a year-round destination.