BOURNEMOUTH will be £34 million worse off this year due to the cancellation of its popular Christmas market, according to a study.

Research suggests the town's Alpine bar, market stalls and Christmas Tree Wonderland attract around one million people each festive season.

And it is estimated that visitors spend an average £34 each.

Calculations carried out by Where The Trade Buys put the town in the top 10 Christmas markets in the UK.

At the top of the table, Manchester is set to lose more than £300 million with projected losses of £187 million and £119 million in Birmingham and London respectively.

Read more: Covid marshals monitor Christchurch Christmas market

The total losses across the UK could be more than £1 billion.

Bournemouth's Christmas offering is the latest in a long list of events and attractions cancelled across the area in 2020 due to the coronavirus pandemic.

They include the Bournemouth Air Festival, Christchurch Food Festival, Wimborne Folk Festival, Bournemouth Fireworks, Ringwood Carnival and Stompin' on the Quomps.

Each of the events pulls in the crowds and brings much-needed business to local traders.

The study analysed average prices at Christmas markets across the UK and revealed that waffles, churros, hot chocolate, crepes, mulled wine and beer all cost around £5 each.

Read more: Bournemouth's Christmas market and Alpine bar cancelled

A burger is likely to set you back £7 with ice skating costing around £12.

BCP Council announced the cancellation of the Christmas Tree Wonderland in September but remained optimistic that there could still be a small market and bar in the Square.

Around a month ago the council conceded that it would not be possible under increasingly tight coronavirus restrictions.

A spokesman for Where The Trade Buys said: "The annual Christmas market plays a massive part in UK culture but, for the first time since the tradition arrived, many cities have been forced to cancel them.

"While we’ll certainly miss the festive feel that these events bring, the economic impact associated with the markets should not be overlooked."

Councillor Philip Broadhead, Deputy Leader and Portfolio Holder for Regeneration, Economy & Strategic Planning, said: "The 2020 Christmas celebrations will inevitably have an impact on the resort’s revenue when for the last two years we have been overwhelmed with visitors coming to see and enjoy Christmas Tree Wonderland.

"However, despite what this year has challenged us all with, we still want to spread Christmas cheer and are working hard to adapt and provide a number of safe and secure alternative attractions.

"We really want people to get back to the high street, to shop for loved ones and rediscover the joys of shopping local and supporting small businesses. We are ‘good to go’ and Bournemouth town centre - along with Poole, Christchurch and our other High Streets - are set to celebrate.

"There’s late night shopping, free parking on Thursdays and Sundays, and shops, restaurants, bars and attractions are safe and ready to welcome people back."