Dorset has introduced a new 10-year tourism strategy spanning 2026 to 2035 aimed at expanding the county’s tourism economy by attracting more international visitors who typically spend more than domestic tourists. The strategy seeks to boost local economic activity by transforming Dorset into a year-round destination and addressing the seasonality of tourism.
Dorset’s Tourism Economy and Seasonal Challenges
The county currently hosts over 22 million visitors annually, generating an estimated £1.66 billion in direct tourism revenue each year. Tourism supports nearly 30,000 jobs in Dorset, equivalent to approximately 23,000 full-time positions, accounting for roughly 8% of total employment across the county. However, 36% of domestic overnight
tourism visits occur in July and August, concentrating revenue and visitor activity during the peak summer months. Nearly one-third of Dorset tourism businesses report that more than half of their yearly income is earned in these two months alone.
Dorset’s LVEP Membership and Council Approvals
Dorset gained accreditation as a Local Visitor Economy Partnership (LVEP) under VisitEngland in May 2025. This followed Dorset Council Cabinet’s approval of the LVEP initiative in July 2024. As a member of LVEP, Dorset has access to VisitEngland’s resources, including data, marketing opportunities, and sector expertise, supporting local efforts to enhance tourism strategies and outcomes.
Challenges Facing Dorset’s Tourism Sector
The sector faces significant challenges from
seasonal visitor concentration and some businesses considering downsizing or closure. A survey showed that 60% of Dorset’s tourism enterprises intend to grow and invest, while 25% aim to maintain current operations, and 11% plan to downsize, sell, or retire within three years. Dorset has pursued increasing off-peak visitation for over five decades without fully overcoming seasonality. Without a widely adopted strategy, Dorset risks losing its LVEP status and the benefits that come with the designation.
Strategy Focus: International Visitors and Year-Round Tourism
The strategy prioritizes attracting visitors from the Netherlands, Germany, other neighboring European countries, and long-haul English-speaking markets. It sets out initiatives to develop off-peak visitor
offerings, expand cultural programming during quieter months, utilize enhanced data and experience mapping, and deploy focused marketing efforts. The plan targets visitors drawn to Dorset’s natural landscapes, cultural heritage, outdoor activities, and mindful or active experiences, intending to extend visit duration and increase spending throughout the year.
Governance and Funding Status
The Dorset Council Cabinet is scheduled to review the new tourism strategy on 28 July 2026. The strategy requires no additional Dorset Council resources currently, and no government funding has been allocated yet to support the partnership. Stakeholder workshops and sector engagement sessions across Dorset will help develop a three-year detailed action plan.
Annual progress evaluations will be conducted by the LVEP advisory board to monitor implementation.
