Data collected by Zing Insights revealed that during this year's GoGoDiscover trail, which raised almost £500,000 for charity Break, visitors spent 20 hours over 4 or 5 days exploring the trail.
More than 70 businesses sponsored the event, 50 of whom hadn't had any involvement before.
The reasons for taking part include increasing brand profile, increase in
footfall and sales and community and employee engagement.
During the duration of the trail - between June 27 to September 10, 70pc of GoGoDiscover 2022 visitors also went shopping on the days they visited the trail in Norwich.
On average, visitors were in groups of five people, mainly visiting with children, partners, other family and friends.
Six in every 10 groups took part in the trail with children.
Break billed the initiative as a "roarsome success" with 84pc of visitors saying they'd recommend the trail and 95pc encouraged to take part in a future event.
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