Dorset County Council has introduced a new 10-year tourism strategy called the Dorset Local Visitor Economy Partnership Destination Management Plan 2026-2035. The plan seeks to attract more international visitors and extend year-round tourism to boost the local economy in Dorset, England.
Dorset’s Visitor Economy and Employment
Dorset currently attracts over 22 million visitors annually, generating £1.66 billion in direct visitor spending each year. Tourism supports nearly 30,000 jobs, equivalent to approximately 23,000 full-time positions and about 8% of total employment across the county. However, 36% of domestic overnight visits occur in July and August, reflecting heavy reliance on the peak summer season.
Local Visitor Economy Partnership Accreditation
Dorset forms part
of VisitEngland’s Local Visitor Economy Partnership (LVEP), securing official LVEP accreditation in May 2025 following Dorset Council Cabinet’s approval of the initiative in July 2024. Being an LVEP member grants Dorset access to VisitEngland data, marketing resources, and tourism expertise to support destination growth and competitiveness.
Strategy Priorities to Expand Tourism
The plan prioritizes developing off-peak visitor offerings, targeted marketing campaigns, enhanced use of data, and experience mapping. It also aims to increase cultural programming during shoulder seasons to reduce seasonality. Dorset will focus on attracting international visitors from priority markets including the Netherlands, Germany, neighbouring European nations, and long-haul English-speaking countries, as they tend
to spend significantly more than domestic tourists and day trippers.
Tourism Business Sentiment and Governance
A survey of Dorset tourism businesses found 60% committed to growth and investment, 25% maintaining current performance levels, and 11% planning to downsize or retire within three years. Dorset Council Cabinet is scheduled to review the strategy on 28 July 2026. Workshops and engagement sessions are planned to develop a detailed three-year action plan, with annual progress reviews conducted through the LVEP advisory board.
Funding and Official Considerations
The council has confirmed that the strategy requires no additional Dorset Council resources. There is no government funding currently allocated to the partnership. The report to
Dorset Council Cabinet highlights the risk of losing LVEP accreditation and associated support if the strategy is not widely endorsed and implemented.
