Tourism boom at stake in battle for civic title

HULL could be set to welcome a massive influx of visitors if it becomes UK City of Culture in 2017, according to the current holder of the title, Derry-Londonderry.
Hull city centreHull city centre
Hull city centre

The mantle of culture capital is delivering huge benefits for the Northern Irish city, not least in the hospitality sector, with hotel bookings up 25 per cent overall and occupancy rates of almost 100 per cent during major events.

The city also says it enjoyed global media coverage with an estimated advertising value of £25m in the first three months of the year alone – before most of its major events were staged.

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Culture Company chief executive Shona McCarthy said: “When Derry-Londonderry was awarded the inaugural title back in 2010 we couldn’t have imagined the impact it would have.

“While it’s too soon to have a definitive evaluation of the economic impact of the City of Culture year, early indicators in terms of visitor numbers are very positive.

“The details of hotel room sales and occupancy for the first four months of the year, as provided by the Derry Visitor and Convention Bureau hotelier group, show growth of 25 per cent for the period January to April against a backdrop of single digit growth across the island of Ireland.

“It’s also worth noting that accommodation capacity has increased by approximately 15 per cent in the Derry City Council area compared to 2012.

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“May 2013 was a record breaking month for hotel sales in the city with over 16,000 rooms sold, and on the weekend of Radio One’s Big Weekend most providers reported 100 per cent occupancy over the three nights.

“Early indications following post event-analysis with the accommodation sector indicates an occupancy level of approximately 98 per cent.”

Hull was named on the final shortlist of four on Wednesday, and now has until November to beat off rival bids from Dundee, Leicester, and Swansea Bay.

The city council would part fund an £11m programme of 1,500 events, including 25 festivals and 12 artist residencies, if successful.

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The shortlisting comes amid what civic and business leaders hope will be a period of significant industrial and social development in Hull.

After decades of decline following the demise of its fishing industry, Hull is currently rebranding itself as the UK’s “Energy City” – hoping to become a centre for renewable energy – and potentially attracting a new wave of long-term investment in the city.

It also hopes to boost its tourism offer through an ambitious plan to build a new cruise terminal on the Humber to create a permanent home for HMS Illustrious.

This would become the only aircraft carrier preserved as a museum and tourist attraction anywhere in Europe, and could also be used for conferences and business meetings.

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Ms McCarthy added: “The city that will eventually win the 2017 title will be the one that demonstrates the vital role that culture plays as the heartbeat of a place.

“That city will understand its own unique cultural DNA and will demonstrate that by galvanising its people around a shared goal.

“Crucially, the winning city will provide evidence that it will keep the promises that it makes in its bid and come good on those commitments. I offer our good luck to Hull and the all the shortlisted cities as they continue with the task of honing their final bids. It’s a huge challenge but the rewards are worth it.”

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