Almost half of people who visit Hereford city centre during May Fair do so specifically because of the historic event, newly-published consultation results have revealed.
The findings provide fresh insight into the role Britain's oldest surviving charter fair plays in attracting people into the city centre, after Herefordshire Council's decision to keep the event in its traditional location.
A total of 1,051 people responded to the consultation on the future of the fair.
Of those surveyed, 48 per cent said their main reason for coming into the city centre during the fair was to visit the attraction itself.
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The results also suggest the event provides a boost for city centre traders.
More than 60 per cent of respondents who attend the fair said they typically spend money in local businesses during their visit, with 17 per cent spending £51 or more and 24 per cent spending between £26 and £50.
Support for the fair remaining in the city centre was strong throughout the consultation.
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Seventy-one per cent of respondents said Hereford's streets remain the most appropriate location for the event, while 70 per cent said it should not be moved elsewhere.
The fair's contribution to the city's identity was another recurring theme.
Nearly three-quarters of respondents, 73 per cent, said the event adds to Hereford's character and atmosphere.
While concerns were raised by some residents and businesses about disruption, the consultation found that 77 per cent of respondents did not experience significant problems during the three-day event.
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The figures helped inform Herefordshire Council's recent decision to retain both the Hereford and Leominster May Fairs in their traditional locations from 2028 onwards.
Meanwhile, a separate consultation found 40 per cent of visitors come into Leominster specifically for its fair, while 60 per cent said it adds to the town's character and atmosphere.
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