Dorset’s tourism economy generates £1.66 billion annually from more than 22 million visitors, supporting nearly 30,000 jobs, including roughly 23,000 full-time equivalent positions. Tourism accounts for around 8% of total employment in the county, underscoring its importance to the local economy.
Despite its economic significance, Dorset’s tourism sector heavily depends on peak summer months, with 36% of domestic overnight visits occurring in July and August. Nearly one-third of tourism enterprises earn more than half of their annual revenue during these two months, illustrating longstanding challenges with seasonality.
Dorset secures Local Visitor Economy Partnership status
Dorset Council Cabinet approved the county’s membership in VisitEngland’s Local Visitor Economy Partnership
(LVEP) in July 2024. Dorset officially received LVEP accreditation in May 2025, enabling access to VisitEngland’s data, marketing opportunities, and tourism expertise. The next Cabinet meeting to discuss the tourism plan is scheduled for July 28, 2026.
New 10-year tourism strategy targets international visitors and off-peak growth
The newly launched 10-year tourism strategy for 2026-2035 aims to reduce reliance on peak summer months by developing off-peak visitor offerings and targeted marketing campaigns. The plan emphasizes transforming Dorset into a dynamic, year-round destination that boosts visitor spending and enhances perceptions while promoting sustainable tourism development.
Priority markets and year-round visitor segments identified
The strategy prioritizes attracting more international visitors from the Netherlands, Germany, neighbouring European countries, and long-haul
English-speaking markets. Two year-round visitor markets are targeted: those interested in nature and culture, and those seeking active and mindful experiences. Dorset’s natural landscapes, historic sites, cultural events, outdoor activities, and culinary offerings are key assets to attract and retain these visitors.
Tourism business outlook amid strategic rollout
A recent survey shows 60% of Dorset’s tourism businesses plan to grow and invest over the next three years, while 25% expect to maintain performance. However, 11% anticipate downsizing, selling, or retiring. Some attraction operators have indicated possible scaling back or closure within this timeframe.
The tourism strategy does not require additional Dorset Council funding, nor has government
funding been allocated to the LVEP partnership so far. The Destination Management Plan will be released publicly with engagement workshops across Dorset to inform a three-year action plan. Annual progress will be reviewed by the LVEP advisory board to ensure continued alignment and effectiveness.
