Dorset Council has introduced a 10-year tourism strategy designed to expand the county’s tourism economy, valued at £1.6 billion annually. The strategy is scheduled for review by Dorset Council’s Cabinet on Tuesday, 28 July 2026, aiming to invigorate the region’s visitor sector through increased international arrivals.
Dorset’s Visitor Economy: Scale and Seasonal Patterns
Dorset attracts over 22 million visitors each year, generating £1.66 billion in direct spending. Tourism sustains nearly 30,000 jobs in the county, equating to approximately 23,000 full-time equivalent positions and representing about 8% of local employment. However, tourism activity remains heavily concentrated in the summer months, with 36% of domestic overnight visits occurring in
July and August, creating reliance on peak season revenues.
Focus on International Visitors and Off-Peak Growth
The strategy prioritizes increasing visitors from international markets including the Netherlands, Germany, neighbouring European countries, and long-haul English-speaking nations. International tourists typically contribute more spending on average than domestic or day visitors. Initiatives under the plan include enhancing off-peak visitor offerings, targeted marketing campaigns, refined data analysis, experience mapping, and expanding cultural activities during traditionally quieter periods.
Partnership with VisitEngland and LVEP Accreditation
Dorset forms part of the Local Visitor Economy Partnership (LVEP), a designation granted by VisitEngland, enabling access to marketing resources, data, and specialist expertise. Dorset achieved LVEP accreditation in May 2025 subsequent to Dorset
Council Cabinet’s approval in July 2024. The partnership supports implementation of the Destination Management Plan covering 2026 to 2035.
Governance, Funding, and Implementation
No additional Dorset Council resources are required for the tourism plan, and no government funding has yet been assigned to the partnership. The plan includes scheduled workshops and engagement sessions across Dorset to develop a detailed three-year action plan. Progress will be monitored annually by the LVEP advisory board to ensure accountability.
Risks of Non-Endorsement and Sector Engagement
A report prepared for Dorset councillors notes that failure to secure widespread stakeholder support for the strategy could jeopardize Dorset’s LVEP status and access to VisitEngland’s support. Attraction operators
have expressed concerns over potential scaling back or closure, intensifying the need for a cohesive plan addressing the county’s historical dependence on peak tourism months.
