“Norwich really is the place to be this summer, there is so much to see and do,” - business and tourism chiefs deliver their verdicts on the city as a booming tourist destination

PUBLISHED: 07:32 24 June 2014 | UPDATED: 11:07 24 June 2014

Go go Gorillas being taken off the streets of Norwich at the end of the extremely popular trial. Photo: Steve Adams

Go go Gorillas being taken off the streets of Norwich at the end of the extremely popular trial. Photo: Steve Adams

Norwich is enjoying a tourism boom with hotel bookings on the up and visitor numbers at attractions soaring, experts have said.

A busy summer of events, including outdoor film screenings, street performances and concerts, as well as a string of exhibitions, have been credited with making the city an attractive destination for tourists.

At the same time, a series of schemes is being rolled out to further improve the experience for
shoppers and visitors to the centre.

Today we report how a new hi-tech scheme is being introduced which will allow people to sign up for a system that will send coupons and discount information to their mobile phones, as they walk past the relevant shop.

Meanwhile, a new art trail is also being unveiled in the city, and a popular city fair is being extended.

Analysts say the performance by Norwich’s tourism industry has built on its success of last year, when it was boosted by events such as the Alan Partridge film premiere and the GoGo Gorillas trail.

Nick Bond, head of tourism at Visit Norwich, said: “Norwich is looking forward to a busy summer tourism season. Hotels in and around the city are reporting better business conditions and performance than for several years.”

Increased visitor numbers to Norwich have also had a positive effect day trip destinations, just outside the city.

Good weather and more than £1m investment in an outdoor play facility has seen visitor numbers at Pensthorpe Nature Park rise by 70pc this year.

There has already been a boost in bookings at Potters resort near Great Yarmouth.

Norwich BID is building on the success of last year’s Head Out, Not Home campaign, by bringing a programme of free summer events back to the city. Covent Garden performers, music, bands and street theatre are joined by free outdoor screenings of retro films and a ‘Norwich Has Got Talent’ stage to showcase local acts on Thursday evenings.

There are also high-profile exhibitions, such as the Wonder of Birds at Norwich Castle Museum, and Sense and Sensuality at the Sainsbury Centre for Visual Arts.

A spokesman for Norwich BID said: “Norwich really is the place to be this summer, there is so much to see and do.”

A range of other free events are taking place throughout the summer, including concerts in Chapelfield Gardens, Mousehold Heath and Eaton Park.

Do you have a story about the city’s tourism industry? Email

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