Dorset’s tourism economy is currently valued at approximately £1.6 billion annually, supported by more than 22 million visitors each year who generate £1.66 billion in direct spending. The sector sustains nearly 30,000 jobs, equating to about 23,000 full-time positions, and accounts for roughly eight percent of all employment in the county. However, tourism remains heavily concentrated during the summer, with 36 percent of domestic overnight visits occurring in July and August, and nearly one-third of local tourism businesses earning more than half of their annual revenue during these two months.
Dorset’s 10-year tourism strategy and LVEP accreditation
The county has introduced a new 10-year tourism strategy aimed
at expanding its international visitor base and reducing reliance on peak summer months. Dorset secured accreditation as a Local Visitor Economy Partnership (LVEP) from VisitEngland in May 2025, following Dorset Council Cabinet’s approval of the initiative in July 2024. The LVEP membership gives Dorset access to VisitEngland’s data, marketing resources, and expert guidance. Dorset Council Cabinet is scheduled to review the strategy during its meeting on Tuesday, 28 July 2026. No additional council resources or government funding have been allocated to the plan at this time.
Focus on international markets and off-peak development
The strategy prioritizes attracting visitors from the Netherlands, Germany, other neighboring European countries, and
long-haul English-speaking markets. It targets tourists interested in nature, culture, and active or mindful experiences, leveraging Dorset’s natural landscapes, historic sites, cultural offerings, outdoor activities, and culinary attractions. To address seasonality, the plan aims to develop off-peak visitor products, strengthen marketing campaigns, and increase cultural programming outside the summer months.
Tourism business challenges and sector sustainability
The tourism sector in Dorset faces challenges as approximately 11 percent of tourism enterprises intend to downsize, sell, or retire within the next three years. This development poses risks to the local visitor economy, especially given the persistent difficulty in attracting visitors during the shoulder months. Some attraction operators have
signaled plans to reduce operations or close altogether, raising urgency for the strategic approach to sustain and grow the tourism industry.
Governance and implementation of the tourism plan
Workshops and engagement sessions are planned across Dorset to develop a detailed three-year action plan as part of the 10-year strategy. The LVEP advisory board will conduct annual progress reviews to monitor implementation outcomes. The accreditation and partnership with VisitEngland provide a framework for coordinated action using data-informed decision-making and targeted marketing, aiming to enhance year-round tourism and economic impact for Dorset.
