It aims to make the county a more welcoming, vibrant and year-round destination
Weymouth Beach(Image: Local Democracy Reporting Service)
Out-of-season visitors, increased international arrivals and efforts to enhance Dorset’s image are central to a new 10-year strategy aimed at boosting the county’s tourism economy, reportedly worth £1.6bn a year. The report emerges as some attraction operators indicate they are considering scaling back operations, or even shutting down entirely.
A survey revealed that while 60 per cent of tourism businesses are “committed to growing and investing in their business”; 25 per cent say they are “maintaining the current level of performance” and 11 per cent are either “planning to downsize” or “planning to sell/retire in next 3 years”.
Dorset Council’s Cabinet will examine the strategy when it convenes later this week (Tuesday 28).
The conclusions are unlikely to surprise many, given that for half a century or more, Dorset has been attempting to draw more visitors during the so-called ‘shoulder months’, either side of the main summer season.
What differs this time is that Dorset now forms part of the “Local Visitor Economy Partnership” (LVEP), a designation established by VisitEngland. Membership of an LVEP grants Dorset access to VisitEngland resources including data, expertise, and marketing opportunities.
Amongst the principal objectives of the report is attracting more overseas visitors who, on average, spend considerably more than UK visitors overall and substantially more than day trippers.
The Dorset Local Visitor Economy Partnership Destination Management Plan 2026-2035 outlines ambitions to transform Dorset into a more welcoming, dynamic and year-round destination, with particular emphasis on addressing seasonality, boosting visitor expenditure, enhancing perceptions of the county and fostering more sustainable tourism development.
The report highlights that Dorset’s visitor economy continues to be a significant economic contributor, drawing more than 22 million visitors annually and generating £1.66bn in direct spending. Tourism is estimated to sustain nearly 30,000 jobs, equivalent to roughly 23,000 full-time positions and approximately eight per cent of all employment across Dorset.
However, the draft plan underscores the persistent dependence on the peak summer season, with 36 per cent of domestic overnight visits concentrated in July and August. It notes that almost a third of tourism enterprises derive more than half their revenue during those two months alone.
The strategy puts forward the development of off-peak visitor offerings, focused marketing campaigns, enhanced data utilisation, experience mapping and increased cultural programming during quieter periods.
Growth prospects are anticipated to centre on two year-round markets identified through government-funded market research – visitors drawn to nature and culture, and those pursuing active and mindful experiences. The strategy outlines how Dorset can leverage its natural scenery, historic sites, cultural attractions, outdoor pursuits and culinary sector to draw more tourists, extend their visits and boost expenditure with local enterprises.
Priority markets for attracting international visitors include the Netherlands, Germany, other neighbouring European nations and long-haul English-speaking destinations.
Dorset secured accreditation as a Local Visitor Economy Partnership with VisitEngland in May 2025 following Dorset Council Cabinet’s approval of the initiative in July 2024.
A report due before councillors in the coming days warns that without a widely endorsed strategy, Dorset risks forfeiting its accreditation and the accompanying support.
No extra Dorset Council resources are understood to be required for the plan, though no government funding has yet been allocated to the partnership.
The destination management plan is set to be released and circulated amongst the tourism sector, with workshops and engagement sessions planned across the county to inform a three-year action plan. Annual progress reviews will be conducted via the LVEP advisory board.
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