Last month’s we welcomed 15,000 visitors to the Vittoria EWS Tweed Valley mountain bike event in Innerleithen areas over the four main days of the event.
Athletes and teams traveled from over 20 countries to participate and spectators came from all over the UK to watch the final race of the 2021 Enduro World Series. Global media coverage of the event is estimated to be worth a staggering £1.8million in advertising equivalent value.
The hospitality industry saw the largest benefit from the event, with accommodation providers full throughout the Tweed Valley, with some visitors and athletes staying as far afield as Roslin in Midlothian.
Even some unsuspecting businesses benefited from the influx of people, including the local barbers where there was a rush on ‘pre-race’ haircuts!
The Vittoria Enduro World Series Tweed Valley was supported by EventScotland, South of Scotland Enterprise, Forestry and Land Scotland and Scottish Borders Council. It will return to Innerleithen from the 2nd to the 5th June 2022, as the EWS season opener.