Dorset County has launched a new 10-year tourism strategy designed to enhance its £1.6 billion annual tourism economy by attracting more international visitors. The plan was introduced to address the long-standing seasonality issue that heavily concentrates visitor activity in summer months and aims to stimulate year-round economic growth.
Dorset Tourism Economy and Employment Statistics
Dorset welcomes over 22 million visitors annually, contributing £1.66 billion in direct spending. Tourism supports nearly 30,000 jobs in the county, representing about 23,000 full-time equivalent positions and roughly 8% of all local employment. Despite this, 36% of domestic overnight visits occur in July and August, with almost one-third of tourism businesses
deriving more than half their annual revenue during these two months.
LVEP Membership and Strategic Oversight
Dorset is a member of the Local Visitor Economy Partnership (LVEP), a body established by VisitEngland that provides access to specialized data, marketing resources, and tourism expertise. Dorset Council approved its LVEP membership in July 2024 and secured VisitEngland accreditation in May 2025. The Dorset Council Cabinet is scheduled to review the tourism strategy on Tuesday, 28 July 2026, ensuring continued alignment with partnership goals.
Addressing Seasonality and Target Markets
The strategy targets growing off-peak visitor numbers to reduce reliance on the summer peak by developing new visitor offerings and expanding cultural programming during
quieter periods. It focuses on attracting international visitors from priority markets such as the Netherlands, Germany, neighboring European countries, and long-haul English-speaking nations, recognizing that overseas tourists typically spend significantly more than domestic visitors and day-trippers. The plan also emphasizes using enhanced data analytics, experience mapping, and targeted marketing campaigns to promote Dorset’s natural, cultural, and active lifestyle attractions throughout the year.
Economic Risks and Implementation Plan
A report preparing Dorset Council members warns that the county risks losing its LVEP accreditation without a broadly supported tourism strategy. The new plan requires no additional financial resources from Dorset Council, and no government funding has been
allocated at this stage. Following the plan’s release, workshops and engagement sessions across Dorset will help develop a detailed three-year action plan. Annual progress reviews will be conducted by the LVEP advisory board to monitor outcomes and maintain accreditation status.
