The research combined primary data collection with economic impact analysis. The team conducted surveys with visitors at the Show on 27 and 28 June 2018, followed by online surveys of visitors and exhibitors. This evidence was used to estimate the Show’s direct, indirect and induced economic impacts, capturing not only expenditure at the event itself but also the wider benefits generated through spending on areas such as accommodation, restaurants, retail and transport.
The study found that the 2018 Royal Norfolk Show generated an estimated £20 million for the Norfolk economy, including a £14.3 million boost for Norwich businesses. It also demonstrated the significant value of attracting visitors from outside the county, estimating that a day visitor was worth approximately £335.66 to the local economy, while an overnight visitor contributed as much as £519.23 per night.
Period
1 May 2018 → 31 Dec 2020
Work for
Royal Norfolk Agricultural Association, United Kingdom