A study on the impact of the 2019 Tour de Yorkshire has today revealed that adverse weather saw profits for the region fall dramatically, though led to an increase in television viewing.
The research, conducted by independent research company GRASP and compiled by Leeds Beckett University, found that while just shy of two million spectators braved the miserable weather to line the roadsides for the fifth edition of the race, profits to the area reached only £60 million, £30 million less than 2018.
The research also revealed that more than double the amount of people watched at home compared to last year. Between the men's and women's editions, some 28 million people across 190 countries tuned in to the coverage as Chris Lawless and Marianne Vos triumphed respectively.
Peter Dodd, the commercial director of the county’s tourism agency, Welcome to Yorkhshire, and co-organiser of the event, said, 'We’re really pleased with these numbers, especially the recording breaking TV viewing figures which are more than double last year. There is no other event which showcases all four corners of the county to a worldwide audience on a scale like this.'
'Although £60 million is a drop on last year with challenging weather conditions proving a factor, it still represents a massive boost to the Yorkshire economy and it’s clear from the increased press figures that interest in our races, both at home and abroad, has never been higher.'
Christian Prudhomme, meanwhile, director of the Tour de France, beamed about the enthusiastic crowds and noted that 'the race had come of age'.
The dramatic rise and success of the sport in the region looks set to continue, and all eyes will be back on Yorkshire when the county plays host to the Road World Championships this September.