Dorset Council has introduced a new 10-year tourism strategy aimed at increasing the number of international visitors and expanding year-round tourism to enhance the county’s £1.6 billion tourism economy and employment levels.
The county attracts more than 22 million visitors annually, generating approximately £1.66 billion in direct spending. The tourism sector supports nearly 30,000 jobs, equivalent to around 23,000 full-time positions, accounting for about 8% of all employment within Dorset.
Dorset’s LVEP Membership and Pending Review
Dorset secured Local Visitor Economy Partnership (LVEP) status with VisitEngland in May 2025 after Dorset Council approved the membership in July 2024. This designation enables Dorset to access VisitEngland’s data,
expertise, and marketing resources. The Dorset Council Cabinet was scheduled to review the 10-year tourism strategy on Tuesday, 28 July 2026.
Tourism Business Outlook and Seasonality Challenges
A recent survey of Dorset’s tourism businesses showed 60% committed to growth and investment, 25% maintaining current operations, and 11% planning to downsize or retire within the next three years. The sector remains heavily reliant on peak months, with 36% of domestic overnight visits occurring in July and August, and about a third of enterprises generating over half their revenue during this period.
The strategy targets development of off-peak visitor offerings and increased cultural programming to reduce seasonality. It
also plans to improve marketing, data use, and experience mapping to attract visitors beyond the summer months.
Target Markets and Implementation Plans
The strategy prioritizes international markets including the Netherlands, Germany, neighboring European countries, and long-haul English-speaking destinations. It aims to build tourism around Dorset’s natural landscapes, historic sites, outdoor activities, cultural attractions, and culinary experiences.
The plan requires no additional Dorset Council resources, and no government funding has currently been allocated to the partnership. Workshops and engagement sessions are planned to develop a three-year action plan, with annual progress reviews conducted by the LVEP advisory board.
