MORE visitors are heading to Colchester than ever before, latest figures show.

Official statistics show day trips to the borough rose by 6.5 per cent in 2017, a rise on the previous two years’ increases of 2.8 per cent and 2.6 per cent.

August saw figures sky rocket compared to the rest of 2017, with more people staying over night than any other time of year.

Tim Young, (Lab) portfolio holder for business and culture and deputy leader of Colchester Council, said Colchester’s future was bright.

He said: “Attracting visitors to Colchester continues to be a key strategic priority for the council.

“These latest figures are extremely encouraging and prove that the area is delivering a great tourism offering to visitors.

READ MORE: Watch the Sky TV advert set to show off Colchester in all its glory

“However, we are very aware that tourism is a long-term strategy and converting visitors to stay over is a pivotal part of the work that we are doing now in 2018 – for instance, launching Colchester’s first ever TV advert on Sky earlier this year.”

In total, Colchester attracted 6,475,000 trips with an associated value of £225,099,000 – up 6 per cent on 2016.

However, the figures also show overnight stays of 274,000 are 0.4per cent lower than 2016.

The statistics, though, show the value of these trips has risen 4.3 per cent providing a growth to the visitor economy of £51,533,000.

Mr Young said the marginal dip in overnight figures is a trend replicated across Essex and work is ongoing with Visit Essex to understand the factors affecting this.

Overall tourism was worth £366,124,300 to the borough economy in 2017 and supported over 6,000 jobs.

The official statistics have once again been compiled by the Cambridge Economic Impact Model, which is industry standard.

The use of the model has drawn criticism in the past as it also includes people who live in the area as statistics. It means a Colchester resident visiting Colchester Zoo is counted as a visitor.

Colchester Council has undertaken a number of schemes this year to encourage more tourism in the borough.

One of its projects saw £40,000 being spent on a Sky TV advert, which lasted 30 seconds.

It was broadcast during the peak summer season across major Sky TV channels. It was aired to people who live within an easy travel distance of Colchester. It will not be known what impact the advert had until next year.

Mr Young said a new tourism campaign will be launched before the end of the year and plans for 2019 include a further run of the TV campaign and a number of events all planned to promote Colchester as a key tourist destination in the east of England.