Dorset’s tourism sector generates £1.66 billion annually through 22 million visitors, sustaining nearly 30,000 jobs, about 23,000 full-time equivalent roles accounting for 8% of local employment. The sector is highly seasonal, with 36% of domestic overnight stays occurring in July and August. Nearly one third of Dorset’s tourism businesses earn over half of their yearly revenue during these peak months.
Dorset’s 10-Year Tourism Strategy and LVEP Accreditation
Dorset Council has launched a 10-year tourism strategy covering 2026 through 2035, aiming to increase international visitor numbers and reduce dependence on peak season tourism. Dorset was designated a Local Visitor Economy Partnership (LVEP) by VisitEngland in May 2025 after
Council approval in July 2024. Membership in the LVEP gives Dorset access to VisitEngland’s data, marketing resources, and expertise. The Dorset Council Cabinet is scheduled to review the tourism strategy on 28 July 2026.
International Market Focus and Year-Round Development Initiatives
The strategy targets international markets including the Netherlands, Germany, neighbouring European countries, and English-speaking long-haul destinations. It prioritizes growth in year-round visitor segments identified through government-funded research: travellers drawn to nature and culture, and those seeking active and mindful experiences. The plan emphasizes off-peak product development, focused marketing campaigns, improved use of visitor data, experience mapping, and increased cultural programming during quieter periods to extend visitor
stays and spending.
Financial and Accreditation Risks Without Strategy Endorsement
Currently, no additional Dorset Council resources or government funding have been allocated for implementing the plan. A report warns that Dorset risks losing its LVEP accreditation if it fails to secure broad tourism sector endorsement for its strategy. Some Dorset attraction operators have indicated intentions to downsize or close, adding urgency to the need for strategic growth and investment to sustain the local visitor economy.
New Air Route Enhances International Access
Separately, EasyJet is set to launch a new flight route from Bristol Airport to the historic city of Strasbourg, potentially improving international connectivity relevant to Dorset’s targeted market expansion.
