Lancashire's tourism industry is worth more than £4bn to the county's economy, according to new figures.
Marketing Lancashire says last year there was a 4.5% rise in visitor numbers, and a 2.6% rise of jobs in the sector - employing more than 59,000 people.
Nearly 60 million visitors have come to the county for day-trips.
The number of people staying for short breaks and holidays have also risen by 2.9% to 8.3million - with an average stay of three nights.
Ruth Connor, Chief Executive of Marketing Lancashire said: "We’re delighted to see another successive year of growth in visitor numbers as well as a marked year on year increase in both economic impact and jobs, endorsing the very valuable contribution that tourism continues to make to Lancashire's prosperity.
“Our visitor economy strategy aims to see visitor numbers reach 70 million by 2020 so with continued investment in quality developments, new attractions, events, customer service excellence and our enviable reputation for a warm welcome, that goal is well within our grasp.
“In 2016 Marketing Lancashire also commissioned the Lancashire Visitor Survey, the most comprehensive county-wide survey undertaken in recent years, to help us better understand our visitors, so that using the feedback from the survey and working with tourism partners and stakeholders across the county, we can attract more new visitors as well as ensuring our regulars come back again and again.”
Below: Vintage by the sea, Morecambe