Dorset has launched a 10-year tourism strategy aimed at increasing international visitor numbers and extending visits beyond the summer peak, to support the county’s tourism economy valued at £1.6 billion annually. The region draws more than 22 million visitors each year and its tourism sector sustains nearly 30,000 jobs, equivalent to approximately 23,000 full-time positions or 8% of total employment in Dorset. The Dorset Council Cabinet is scheduled to review the strategy on Tuesday, 28 July 2026.
Seasonality Challenges and LVEP Membership
Dorset’s tourism sector faces significant seasonal fluctuations, with 36% of domestic overnight stays concentrated in July and August. Nearly one-third of tourism businesses
generate more than half their annual revenue during these two months. The strategy emerges as some Dorset attraction operators consider reducing operations or closing due to these challenges. Since July 2024, Dorset Council’s approval enabled the county to join the Local Visitor Economy Partnership (LVEP), an initiative by VisitEngland that provides access to data, expertise, and marketing resources vital for tourism development.
Strategy Focus and Governance
The Dorset Local Visitor Economy Partnership Destination Management Plan covers the period 2026 to 2035 and focuses on transforming Dorset into a more dynamic, sustainable year-round destination. Priority objectives include reducing seasonality, increasing visitor expenditure, improving the county’s
perception, and promoting sustainable tourism development. The strategy targets international visitors primarily from the Netherlands, Germany, neighbouring European countries, and long-haul English-speaking markets, given that overseas visitors tend to spend more than their domestic counterparts or day trippers. Dorset secured LVEP accreditation from VisitEngland in May 2025 following the council’s earlier approval.
Business Outlook and Resource Allocation
A recent survey of Dorset’s tourism enterprises indicated 60% of businesses plan to grow and invest, 25% intend to maintain current performance levels, and 11% anticipate downsizing, selling, or retiring within three years. The implementation of the strategy will not require additional Dorset Council resources, and to date,
the partnership has not received government funding.
Next Steps and Review Process
The strategy will be supported by a forthcoming three-year action plan informed by workshops and engagement sessions across Dorset. Progress will be monitored through annual reviews conducted by the LVEP advisory board to ensure alignment with the plan’s objectives and maintain Dorset’s LVEP status.
