According to the Cultural Transformations report, the first official assessment on what impact UK City of Culture had on the city, the year-long celebration led to a major boost to Hull’s tourism economy and a huge increase in visitor numbers.
The initial findings were revealed by evaluation experts at a two-day conference held at the University of Hull.
Speaking at the event Sir Nicholas Serota, chair of Arts Council England, said early results showed hosting City of Culture had been truly transformative for Hull – but cautioned it was only the start of the journey to change the city.
He said: “What has happened in Hull is a perfect example of what investment in the arts can achieve.
“More than five million people come to the City of Culture events during 2017 and that fostered a greater sense of ownership and civic pride in the city.
“But 2017 is a floor and not a ceiling of Hull’s ambitions – and work will now continue to achieve the city’s long term ambitions.
“There are still challenges, much to change and much to achieve, but 2017 is the start of something - not the end.
Sir Nicholas praised the importance of partnerships forged between Hull 2017 and local businesses in making the year a roaring success.
Key findings released by Professor David Atkinson, professor of cultural and historical geography at the University of Hull, revealed that City of Culture had helped encourage a positive perception of the city.
The celebrations generated more than 20,200 items of media coverage, creating the equivalent of £450m worth of advertising.
These led to 59 per cent of people nationally being aware of Hull’s City of Culture status by the end of 2017, compared to 36 per cent in 2016.
In customer service related roles 2,000 frontline business staff and volunteers were trained through 2017 Big Welcome programme.
However, the findings did show there was more work to be done in changing national perceptions of Hull. The results of surveys taken outside Hull suggest that only 51 per cent of UK perceived as an appealing place to visit.
But Hull City Council leader Stephen Brady praised the City of Culture saying it had helped “feed the soul”.
Phil Batty, Hull 2017’s director of public engagement and legacy, will take a look back on the business impact of the City of Culture at KCOM’s free Business Boost event on Thursday, March 22. Breakfast will be provided at the event, which starts at 8.30am and will be held at the KCOM Stadium. To register, click here.
As Principal Partner we shone a spotlight on the awe-inspiring experiences the year brought.
It’s already won national acclaim for its stunning visuals and the dazzling way it launches Hull’s year in the spotlight as the UK’s City Of Culture.