Matlock named among UK's top ten small towns for visitors' Google searches on things to do

Over the past 12 months, Google users made the town the sixth most searched for destination with a population under 20,000, making it the highest placed entry not on the coast

It garnered an average 2,160 searches every month, with queries such as “what to do in” and “things to do in”.

A spokesman for the holiday letting search engine Holidu said: “In the past year, staycations have been booming and this year will be no different. The desire to travel is not diminishing. If anything, it’s stronger than ever.

“The regulations are changing day by day, and despite this, we continue to dream of holidays and look for our next destination.”

The most frequently searched for small town was Whitby in North Yorkshire. Famed for its beaches, quirky cafes and unique Gothic culture, it garnered an average of 6,280 enquiries per month.

In second place, with 5,280 searches per month, was the Cornish town of St Ives, popular with surfers, sun-seekers and artists.

That was followed by Llandudno in north Wales, with 4,080 searches from people intrigued by its Victorian architecture, pier and promenade.

The rest of the top ten was occupied, in order, by St Andrews, Penzance, Cirencester, Penrith, Aberystwyth and Skipton.

After the unprecedented challenges of 2020 and with foreign travel still restricted, many are predicting a boom for Matlock’s tourist sector this summer.

The Peak District is receiving glowing praise from travel writers and tourist board Visit Peak District & Derbyshire is heavily promoting the region’s peaceful walks and cycling trails, tranquil villages and rural retreats, the Derwent Valley Mills World Heritage Site, and the national park’s sustainability credentials.

Managing director Jo Dilley recently said: “2021 is going to be a great year for domestic UK holidays and there are enormous opportunities for the visitor economy to play a crucial role in the area’s economic recovery – a vision shared by so many of our partners across the Peak District & Derbyshire.”

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