Dorset has introduced a 10-year tourism strategy covering 2026 to 2035 aimed at increasing international visitor numbers and stimulating the local economy. The county currently receives over 22 million visitors annually generating £1.66 billion in direct visitor spending. Tourism supports nearly 30,000 jobs in Dorset, equating to approximately 23,000 full-time equivalent positions and around 8% of total employment in the area.
Tourism Seasonality and Business Sentiments
Dorset has experienced a long-standing reliance on peak summer tourism, with 36% of domestic overnight visits concentrated in July and August, and nearly one-third of tourism companies earning more than half their revenue during these two months. A survey
among local tourism businesses indicated that 60% are committed to growth and investment, 25% aim to maintain current performance levels, while 11% plan to downsize, sell, or retire within three years. Dorset joined the Local Visitor Economy Partnership (LVEP) framework, designated by VisitEngland, in May 2025, following Dorset Council Cabinet’s approval in July 2024, gaining access to data, marketing support, and expertise.
Strategic Objectives and Target Markets
The Dorset Local Visitor Economy Partnership Destination Management Plan 2026-2035 focuses on transforming Dorset into a year-round destination, reducing seasonal visitor peaks, and boosting visitor expenditure. The strategy prioritizes attracting international visitors who spend more on average than
domestic or day-trip visitors. Primary target markets include the Netherlands, Germany, neighboring European countries, and long-haul English-speaking territories. The plan emphasizes developing off-peak visitor offerings, enhanced marketing campaigns, increased cultural programming during quieter periods, and leveraging Dorset’s natural, cultural, and culinary attractions.
Governance and Implementation Timeline
Dorset Council’s Cabinet is scheduled to review the tourism strategy on Tuesday, 28 July 2026. Following this, the Destination Management Plan will be disseminated to tourism stakeholders with organised workshops and engagement sessions to shape a detailed three-year action plan. Progress will be monitored annually by the LVEP advisory board, ensuring ongoing review and adjustment according to results.
LVEP Accreditation Risks and Benefits
A report presented to Dorset Council warned that lacking an endorsed tourism strategy could result in the county losing its LVEP accreditation and the associated VisitEngland support. Though no additional Dorset Council resources or government funding have been assigned yet, LVEP membership provides Dorset with data access, marketing opportunities, and sector expertise aimed at sustaining and growing its visitor economy.
