According to data published today, White Cliffs Country’s tourism industry has demonstrated continued recovery in 2023, with the latest tourism statistics showing a significant rebound post-pandemic, underscoring the resilience of the sector and its pivotal role in the district’s economy.
The detailed report confirms that Dover District’s tourism industry has shown strong signs of recovery as visitor numbers near pre-pandemic levels, with 4.5 million people choosing to visit Dover District in 2023. This demonstrates 13% growth compared to trips in 2021.
Not only has Dover District’s tourism industry rebounded in volume, but it has also made significant strides in value, generating £295 million in revenue, reaching 98% of 2019 levels and marking a 47% rise versus 2021. With such great recovery figures, the district's tourism sector is once again proving its vital role in the local economy.
Local Visitor Economy Partnership (LVEP) Visit Kent commissioned the study, which uses the industry-respected Cambridge Economic Impact Model to measure the volume and value of tourism within a destination, as well as the effect of visits and visitor expenditure on the local economy.
Tourism also continues to boost local employment, supporting 5,633 jobs across Dover District, representing 16% of total employment within the district. These figures underscore the industry's importance not just as a driver of economic recovery but also as a cornerstone of local employment. Inbound tourism has also increased, with 90,500 overseas trips made in 2023, exceeding pre-pandemic levels by 1%. This growth reflects the continued appeal to international visitors and the successful efforts to rebuild global connectivity.
Day trips to Dover District have also demonstrated particularly strong appeal, nearing 2019 levels with 4.1 million day trips, an 11% increase compared to 2021. Day trip spending also reached £138m, a 38% increase compared to 2021, further highlighting the popularity of domestic travel and its contribution to the visitor economy.
Cllr Charlotte Zosseder, DDC Cabinet Member for Community and Corporate Property said: “This independent research is great news for local tourism. It shows that the district is attracting increasing visitor numbers, and that White Cliffs Country continues to be a fantastic place to visit. This comes as the district continues to grow, with major investments for the future, including the reawakening of the magnificent Maison Dieu and the reopening of the Roman Painted House, complementing the world-class attractions for all the family that the district offers for visitors.”
Visit Kent Chief Executive, Deirdre Wells OBE, said: "This remarkable recovery in Kent's tourism sector highlights the resilience and adaptability of our industry. Reaching 99% of pre-pandemic visitor volumes, and generating £4.1 billion in revenue, demonstrates the vital role tourism plays in driving economic growth, supporting over 77,000 jobs, and showcasing Kent as a premier destination for visitors from near and far.
“As we continue to celebrate Kent’s rebound and recovery, it's crucial to also acknowledge the industry’s ongoing challenges, particularly with the current economic pressures and operational costs that our local businesses face daily. Through our newly launched Destination Management Plan, we’re committed to addressing these challenges head-on, supporting our partners, and advocating for policies that help sustain the industry. It is clear that, despite the strides we’ve made, there is more work ahead to ensure tourism in Kent continues to thrive and ultimately reaches its full potential.”
To access the full Dover District Economic Impact Study 2023 report, please see the facts and figures page on the DDC website.
For more information on visiting White Cliffs Country, please see www.whitecliffscountry.org.uk
Notes to Editors
For further media information on Visit Kent, please contact the Visit Kent Press Team at press@visitkent.co.uk
About Visit Kent
Visit Kent Ltd is the LVEP accredited Destination Management Organisation for Kent (the Garden of England). It is recognised as one of the country’s leading DMOs, targeting UK and overseas markets to raise Kent’s profile as a premier destination, improving quality and skills within the industry, and growing investment in tourism. Visit Kent is a public/private sector partnership supported by Kent County Council, Medway Council, district and borough councils, and the leading sector tourism businesses in Kent.
For more information on visiting Kent, please see www.visitkent.co.uk (consumer) or www.visitkentbusiness.co.uk (business).
About the Cambridge Economic Impact Model
The figures were derived using the Cambridge Economic Impact Model undertaken by Destination Research on behalf of Visit Kent. The Cambridge Economic Impact Model is an industry-respected tool for measuring the economic impact of tourism in a given area. It utilises information from national tourism surveys and regional/local data (e.g., accommodation stock, domestic and inbound trips) of the level of tourism activity within a given local area. Please note that all figures in the research reports have been rounded, therefore there might be marginal discrepancies in subtotals and totals.
Please note information above references comparative data from the 2023, 2021 and 2019 reports commissioned by Visit Kent.
Posted on 10 December 2024