Experience Economy

The experience economy is a vital driver of West Northants’ appeal and economic vitality, encompassing culture, tourism, leisure, retail, and hospitality. This sector supports vibrant town centres and contributes significantly to local spending, with Northamptonshire’s visitor economy generating £1 billion annually from over 18 million visits and supporting over 30,000 jobs.

The experience economy is a vital driver of West Northants’ appeal and economic vitality, encompassing culture, leisure, sport and entertainment as well as retail, hospitality, food, film and heritage. This sector supports vibrant town centres and contributes significantly to local spending, with Northamptonshire’s visitor economy generating £1 billion annually from over 18 million visits as outlined in Northamptonshire’s Tourism Strategy.

The tourism sector in West Northants encompasses a wide range of activities and attractions, including historic sites like Sulgrave Manor, cultural events such as the Northampton Music Festival, outdoor adventures at destinations such as Silverstone Circuit, and culinary experiences at places like the Hibiscus Restaurant at Delapré Abbey.

Discover Northamptonshire, which shines a light on the outstanding assets there are within Northamptonshire, has recently been granted LVEP accreditation from VisitEngland. This means, they are now better placed to support and grow the visitor economy through robust destination management, strong stakeholder relationships and clear planning.

West Northants is fast becoming a destination for large-scale cultural, sports, and music events – driving footfall, boosting local pride, and energising the visitor economy.

In 2025, Northampton hosted six matches of the Women’s Rugby World Cup and Silverstone also held the F1 British Grand Prix. Both events saw visitors travel from across the world into the town, in turn supporting local businesses, staying in local hotels, and seeing first hand what the area has to offer!

West Northamptonshire Council supports these large scale events through their dedicated Events Team who oversee the planning, delivery, and evaluation of major events across the region.

West Northants has a vibrant retail sector, with a mix of high street shops, independent retailers, and large shopping centres including the Grosvenor Centre and Weston Favell Shopping Centre. The retail sector provides numerous employment opportunities and is a crucial part of the local economy.

The hospitality sector, including restaurants, cafes, and hotels, plays a significant role in the local economy, attracting tourists and providing services to residents. Numerous local food and drink awards are held annually in Northamptonshire such as the Weetabix Northamptonshire Food and Drink Awards which help to celebrate local producers and eateries.

The experience economy provides numerous employment opportunities across various sectors, including hospitality, retail, arts, and entertainment. This supports local livelihoods and contributes to economic stability.It also attracts investment in infrastructure, facilities, and services, enhancing the region’s appeal to both residents and visitors. This includes improvements in transport, accommodation, and public spaces.

Want to learn how you can be a part of the buzz? Drop us an email so we can discuss your business needs.