MORE than 41 million people visited Essex throughout 2011 spending almost £3 billion in the process, new figures reveal.
The figures from the 2011 Economic Impact of Tourism Report, which were announced at the Visit Essex Conference at Wivenhoe House in Colchester today, also show that more than 50,000 people were employed in tourism roles.
That equates to 8 per cent of all employment in the county.
Chair of Visit Essex, the county council's tourism board,George Kieffer said: "I am delighted that tourism has held up so well in the difficult economic climate.
"The Visit Essex Team have been working hard on behalf of all our members to promote the many and diverse attractions that we have to offer to the rest of the UK and beyond. These figures prove that Essex can compete with other UK tourist destinations and that this county truly has it all in terms of visitor attraction."
Essex County Councillor Kevin Bentley, Cabinet Member for Economic Development and Vice Chair of Visit Essex, added: "Once again Essex has shown itself as a popular tourist destination.
"Tourism spend and employment have been up year on year, even during difficult economic times. Essex is a great place to live and visit and I hope that these figures will encourage people to come to the county and see it for themselves."
In addition to the release of the Tourism Report, Visit Essex also revealed the results of recent research they commissioned into the type of people that visit the county. These findings will guide future marketing campaigns for 2013 and beyond.
According to Arkendford segmentation research, Essex attracts a higher than average percentage of younger visitors, drawn to the area by the exposure that Essex has enjoyed on television as well as its lively nightlife.
However over the year-long study, visitors are increasingly seeing Essex as a place to relax, to enjoy walks in the countryside or along its coastline and to visit the many historic sites, including Stow Maries Aerodrome, the oldest and most complete World War One airfield in the UK and Europe.
Positively, the research also shows that Essex attracts frequent repeat visitors.
For more information on Visit Essex and the tourism report log onto www.visitessex.com