With stunning scenic countryside, the North West is an ideal place for professional cycling, so it’s no wonder that the Lloyds Tour of Britain Women’s race is coming through Cumbria and Lancashire last this month.

It’s the first time both regions will play host to the race which will see around 100 cyclists compete across the country, with the first two stages taking place right here in the North West.

Cockermouth is set to open the 2026 women’s race on 19th August, while the following day will see competitors race from Clitheroe through the Ribble Valley before finishing by the sea in Blackpool.
But more important than the racers will be the wealth of visitors that they bring to our region. On average 300,000 visitors will be watching the race from the roadside, and there is a huge opportunity for local bars, hotels and restaurants to capitalise on this surge in footfall.

Last year's Tours of Britain generated £62.3 million in cumulative economic impact across all host communities. That's footfall, revenue, and visibility concentrated into five intense days.

There a whole host of businesses set to enjoy a huge occasion as they line the race’s route, but preparation will be key if they’re to make the most of this opportunity. When people are coming for an experience, they don’t want to be left waiting at the till – offering contactless and mobile payments is one easy way of getting people onside as they look to spend their cash.

It’s a similar story in hospitality, where blending physical services with digital tools is helping to give people the experience they’re looking for. You don’t want to wait for a bill, causing you to miss out on the cycling action, but Paytech now means diners can scan a QR code, order and pay via an app, and enjoy seamless table service.

This makes service efficient, and for more eco-friendly diners, it encourages less waste than physical menus and pen-and-paper order taking during busy periods.

Businesses may also benefit from short-term funding, such as business overdrafts, as they look to create a more tailored experience for Tour of Britain spectators. This would provide additional cash flow to allow them to invest in more stock or even unique race-specific products and souvenirs. It could also be used to take on additional temporary staff to manage this busier period or put towards hosting themed experiences like a watch-along party.

When the Tour of Britain comes to the North West in the coming weeks, its audience will come with it. Through strong planning and ambition, the region can make sure it’s a race to remember for both spectators and businesses long after the final rider departs.