Research by YouGov has revealed the Lloyds Bank Tour of Britain Men had an overall impact of almost £2.5million for the Scottish Borders
The figure takes into account spend of attendees from outwith the area, the value of media coverage and local spend incurred by the organisers and competing teams.
Stage one of the 2024 race started in Kelso and finished back on the town’s cobbles, following a 181.9km route entirely within the Borders, including a pass through Kelso during the afternoon and two climbs at Scott’s View, two sprints in Melrose and a double ascent of the climb at Dingleton.
This was the tenth time in 15 years that the area has held a stage start or finish of the Tour of Britain.
Councillor Scott Hamilton, Executive Member for Economic Growth and Developing the Borders
“Once again, the Council’s investment into bringing the Tour of Britain to the Scottish Borders has reaped significant benefits to the area.
“I’d like to thank EventScotland for its financial support to secure this international-level event, which allowed us to host some of the world’s best professional cyclists. It was a tremendous day of sporting action across a fabulous route, which really showcased the region.
“The research indicates that 60 per cent of attendees to the Scottish Borders stage visited due to the event. Bringing in visitors to the Borders is a key element of our Events Strategy and is part of the reason we invest in events and provide financial and in-kind support so that existing events can grow and new ones can get off the ground.”
The YouGov research, which included surveys of event attendees, placed the Scottish Borders stage of the race as the highest rated for food and drink options and for event signage.
Jonathan Day, British Cycling Events Managing Director
“We are really encouraged to see the huge impact the Lloyds Tour of Britain Women and Men is having across England, Scotland and Wales.
“The figures from the report demonstrate the huge social and economic impact these events have on communities across the UK. Not only do travelling spectators and local residents have the opportunity to experience high quality racing on their doorstep, but the lasting legacy is apparent.
“It is encouraging that so many more people have been inspired to be active and cycle more often - allowing more people to experience the joy of cycling.
“2024 was a huge success and we are excited to see the impact the 2025 Lloyds Tour of Britain has, and many more editions in the future.”
South of Scotland Cycling Strategy
The South of Scotland Cycling Strategy aims to deliver long term benefits for all residents and businesses, from making the region an event location of choice for on and off-road cycling events to supporting active travel and improved health and wellbeing. The strategy also aims to make the South of Scotland the country’s leading cycling destination, with the worldwide media coverage and footage of the Tour of Britain helping to bring attention to our area.
In 2023 the South of Scotland was recognised by world cycling’s governing body as being a UCI Bike Region, due to the commitment to not just elite cycling but cycling for all.