Dorset’s tourism sector generates approximately £1.6 billion annually, drawing more than 22 million visitors each year. Nearly 30,000 jobs, including 23,000 full-time equivalents, rely on tourism, representing about 8% of total employment in the county. However, the sector remains highly seasonal, with 36% of domestic overnight stays concentrated in July and August.
New 10-Year Strategy Backed by VisitEngland and LVEP
The county introduced a new 10-year tourism strategy focused on boosting international visitor numbers and expanding the local visitor economy beyond peak months. Dorset joined the Local Visitor Economy Partnership (LVEP) in May 2025, a designation by VisitEngland that provides access to data, marketing resources, and sector expertise.
Dorset Council’s Cabinet approved Dorset’s LVEP initiative in July 2024 and scheduled a review of the new strategy on July 28, 2026.
Target Markets and Measures to Address Seasonality
The strategy prioritizes attracting visitors from the Netherlands, Germany, neighboring European countries, and long-haul English-speaking markets. It identifies two growth segments: visitors interested in nature and culture, and those seeking active or mindful experiences. To reduce the concentration of visitors in summer, the plan includes developing off-peak visitor offerings, targeted marketing campaigns, enhanced use of visitor data, experience mapping, and expanding cultural programming during quieter times.
Business Climate and Risks Without a Strategy
A recent survey shows that 60% of Dorset tourism businesses are committed
to growth and investment, 25% are maintaining current performance, while 11% plan to downsize or exit the sector within three years. Some attraction operators have warned of potential scaling back or closures. Without a widely endorsed and implemented tourism strategy, Dorset risks losing its LVEP accreditation and the associated VisitEngland support critical to sector development.
Future Engagement and Monitoring
Workshops and engagement sessions are planned across Dorset to shape a three-year action plan derived from the 10-year strategy. The Local Visitor Economy Partnership advisory board will conduct annual reviews to monitor progress. The plan does not require additional Dorset Council resources, and no government
funding has yet been assigned to the LVEP initiative.
