Dorset Council has launched a new 10-year tourism strategy running from 2026 to 2035 to increase international visitor numbers and extend stays beyond the peak summer months. The strategy targets growth of the county’s existing £1.6 billion tourism economy by focusing on off-peak travel and overseas markets.
Current tourism figures and seasonality challenges
Each year, Dorset attracts over 22 million visitors generating £1.66 billion in direct spending. Tourism employs nearly 30,000 people, equivalent to about 23,000 full-time jobs. Despite this, 36% of domestic overnight visits occur in July and August, creating sharp seasonality. Nearly one-third of tourism businesses derive more than half their revenue during these
two months, underscoring a heavy reliance on peak summer seasons.
Local Visitor Economy Partnership membership and council oversight
Dorset is part of the Local Visitor Economy Partnership (LVEP), a VisitEngland designation that grants access to national data, expertise, and marketing resources. The LVEP accreditation was awarded in May 2025 following Dorset Council Cabinet approval in July 2024. The council will review the new strategy on Tuesday, 28 July 2026. A report notes that losing broad sector support for the plan risks forfeiting LVEP accreditation and the associated benefits.
International markets and growth strategy focus
The strategy aims to attract priority international markets including the Netherlands, Germany, neighbouring European countries, and long-haul English-speaking visitors. Government-funded
research identifies two year-round visitor segments: those attracted to nature and culture, and those seeking active or mindful experiences. The plan leverages Dorset’s natural landscapes, historic sites, cultural attractions, outdoor pursuits, and food sector to increase visitor expenditure and length of stay.
Tourism business outlook and risks to accreditation
Survey data shows 60% of tourism businesses intend to invest and grow, 25% plan to maintain current levels, while 11% anticipate downsizing, selling, or retiring within three years. The strategy includes off-peak visitor offerings, targeted marketing, enhanced data use, and increased cultural programming during quieter months to diversify income sources. The report warns that without comprehensive support and
adoption, Dorset could lose its LVEP status, which provides crucial access to VisitEngland resources. The plan requires no additional Dorset Council funds and has not yet secured government funding.
