Dorset Council has introduced a new tourism strategy spanning 2026 to 2035, aiming to attract more international visitors and expand its £1.6 billion local tourism economy.
The county currently receives over 22 million visitors annually, generating £1.66 billion in direct spending. Tourism sustains nearly 30,000 jobs—equivalent to approximately 23,000 full-time positions—and accounts for about 8% of all employment in Dorset. However, 36% of domestic overnight visits occur only during July and August, highlighting the sector’s heavy dependence on peak summer months.
LVEP Membership and Dorset Council Involvement
Dorset secured accreditation as a Local Visitor Economy Partnership (LVEP) by VisitEngland in May 2025, following Dorset Council’s approval
of its LVEP membership in July 2024. Membership grants access to VisitEngland’s data, marketing, and expertise resources designed to strengthen local visitor economies. Dorset Council’s Cabinet is scheduled to review this new tourism strategy on 28 July 2026.
The plan has been developed to ensure Dorset maintains its LVEP accreditation, which provides essential support for tourism development without requiring additional Dorset Council funding. Government funding has not yet been allocated to the partnership.
Strategy Focus and Target Markets
The strategy prioritizes increasing international visitors and broadening out-of-season tourism to reduce the current seasonality risk. Dorset aims to develop off-peak visitor products, implement focused marketing campaigns,
enhance data utilization, map visitor experiences, and increase cultural programming during quieter months.
Two year-round visitor segments have been identified: nature and culture enthusiasts, and those seeking active and mindful experiences. Dorset intends to leverage its natural landscapes, historic sites, cultural attractions, outdoor activities, and culinary offerings to attract and extend visits.
Priority international markets include the Netherlands, Germany, other neighboring European countries, and long-haul English-speaking destinations.
Background Challenges and Implementation
For over 50 years, Dorset has sought to attract visitors outside peak summer months but remains heavily seasonal. Around one-third of tourism businesses report earning more than half their revenue in July and
August. Moreover, 11% of tourism operators are considering downsizing or exiting the sector within three years, posing risks to economic stability.
The strategy’s implementation includes distributing the Dorset Local Visitor Economy Partnership Destination Management Plan 2026-2035 among tourism stakeholders. Engagement workshops and sessions are planned to develop a three-year actionable plan. The LVEP advisory board will conduct annual progress reviews to oversee strategy outcomes.
