Twice as many people visit Morecambe than Lancaster city centre, figures have revealed.
A survey by marketing experts claims Morecambe gets 3.7m visitors, compared to 1.9m who visit central Lancaster.
The research also shows Morecambe visitors spend £170 per head, compared to £99.70 in Lancaster city.
But the impact on Morecambe’s economy is hampered because 89% (£3.3m) of visitors only stay for one day. Their spend per head averages £93.20, compared to the £168.50 spent by the 0.9m visitors to our district who stay overnight or on holiday.
Of Morecambe visitors, 30% were aged 65 or over, 50% were aged 35-64 and 20% under 35. 88% of them visited town for leisure or a holiday compared to 66% visiting Lancaster for similar reasons. Only 14% of visitors went to Lancaster for the sole purpose of shopping.
The stats, based on a survey conducted in 2010, were compiled by Cairn Consultancy, who have been tasked with coming up with a new marketing plan for the district.