Dorset’s tourism economy generates around £1.6 billion annually, drawing over 22 million visitors and sustaining nearly 30,000 jobs, equivalent to about 23,000 full-time roles. Tourism accounts for approximately eight percent of employment across the county.
Dorset Council has launched a 10-year tourism strategy aiming to increase international visitor numbers and expand local tourism revenue. The Council’s Cabinet is scheduled to review the strategy on 28 July 2026.
Business sentiment in Dorset’s tourism sector shows 60% of operators committed to growth and investment, 25% maintaining current performance, while 11% plan to downsize, sell, or retire within the next three years. Some
attraction operators are considering reducing operations or closing entirely.
Dorset achieved membership in the Local Visitor Economy Partnership (LVEP) under VisitEngland in May 2025, following Cabinet approval in July 2024. The LVEP designation provides access to data, marketing, and expertise resources. A report warns that failure to implement a widely accepted strategy risks losing this accreditation and related support. No additional Dorset Council resources are currently required for the plan, and no government funding has been allocated to the LVEP yet.
Tourism in Dorset remains heavily concentrated in the peak summer months, with 36% of domestic overnight visits occurring in
July and August. Nearly 30% of tourism businesses earn over half of their revenue during these months. The draft plan highlights a heavy dependence on this peak season and focuses on developing off-peak visitor offerings, tailored marketing campaigns, enhanced data use, experience mapping, and expanded cultural programming during quieter periods.
The strategy seeks to attract visitors from priority international markets including the Netherlands, Germany, other neighboring European countries, and long-haul English-speaking destinations. Government-funded market research identifies two year-round visitor segments: nature and culture lovers, and those seeking active and mindful experiences.
The strategy rollout includes workshops and engagement sessions across
Dorset to co-create a three-year action plan. Annual progress reviews will be conducted through the LVEP advisory board to monitor outcomes and ensure strategic goals are met.
