COLCHESTER is attracting 1 million more trips from visitors than tourism rival Cambridge, according to official figures.

Some 6.3 million visits were made to the borough in 2016.

That is 1 million more than the number recorded in Cambridge in the same timeframe, according to Visit Cambridge and Beyond.

Figures released by Colchester Council yesterday also show tourism brings £345.3 million into the borough - a 3 per cent increase on the 2015 statistics.

In total, visitors spent £63.1 million in Colchester, which is also up three per cent on 2015.

The industry is also worth £82.1 million to businesses who supply venues visited by tourists.

That “multiplier effect” takes into account, for example, butchers or wholesalers supplying food and drink to restaurants.

Council bosses also say the figures show tourism supports 6,410 jobs across the borough.

The increases across the board has been partly put down to more people staying in the borough overnight as a result of more hotels being built.

Tim Young (Lab), Colchester councillor responsible business and culture, said: “There are few destinations in the east of England which can claim to have such fantastic tourism potential.

“We have really focused on championing Colchester as a top visitor destination, raising the profile of our historic town with both the I Spy and current If Our Walls Could Talk national tourism campaigns, which have proved extremely successful with Colcestrians and visitors to the borough.

“These encouraging figures and the further planned improvements demonstrate our passion and intention to sustain and grow visitor activity, to retain our current visitor base and capitalise on the Colchester area’s tourism potential.”

Copies of the 2017 Colchester Visitor Guide are now distributed in ports, airports and train stations up and down the country.

Bosses hope 2017 figures, which will be released next year, will benefit from regeneration of Queen Street and the St Botolph’s area, a £10 million refurbishment of the George Hotel, as well an annexe being planned for the former JJB Sports building, opposite the hotel.

The council uses the Cambridge Model to Estimate the Impact of Tourism to come up with the figures.

It is a recognised system, also used by the City of Cambridge, Visit Kent, Visit England and Stratford upon Avon.

One person can make more than one trip and it includes visits to attractions such as leisure centres.