Dorset LVEP Destination Management Plan 2026-2035
The Dorset Destination Management Plan (DMP) sets out a 10 year strategy to establish Dorset as a welcoming, vibrant, year-round visitor destination.
Developed through extensive consultation with businesses, stakeholders and partners, the plan responds to key challenges facing Dorset including: strong seasonality, rising operating costs, limited national awareness and pressure on local infrastructure.
Dorset’s visitor economy is a major economic driver, attracting over 22 million visitors annually and generating £1.66bn in direct spend, yet 36% of domestic overnight trips occur in July and August, demonstrating the need to spread demand more evenly across the year.
The DMP focuses on addressing seasonality, enhancing visitor spend, improving perceptions of Dorset, strengthening accessibility, embedding sustainability and enabling sector-wide partnership working.
Growth opportunities centre on two high-potential year-round markets identified by recent government funded market segmentation research: the Nature & Culture segment and the Active & Mindful segment. By prioritising these audiences, Dorset can leverage its outstanding natural landscapes, rich heritage, cultural offer and variety of outdoor experiences.
Key actions include developing off-peak product, targeted marketing, experience mapping and building cultural programming in quieter months. Improving data quality, empowering local businesses and increasing Dorset’s national profile are critical to unlocking long-term economic, environmental and community benefits.
Delivery of the DMP will rely on coordinated partnership across the industry, facilitated by the Local Visitor Economy Partnership (LVEP). The plan provides the roadmap for a more resilient, sustainable and competitive visitor economy that benefits all parts of Dorset throughout the year.
Next steps
Following the launch of the Destination Management Plan in September 2026, the next step will be the development of a three year Delivery Plan in partnership with stakeholders and businesses across Dorset.
To support this, four workshops will be held across the county between November 2026 and January 2027. These sessions will provide an opportunity to share ideas, agree priorities and key actions and identify the mechanisms needed to achieve successful outcomes.
The Delivery Plan will be finalised in early 2027 and shared with partners and stakeholders so work can begin on delivering its priorities and actions.
You can read the full Dorset Destination Management plan 2026-2035 here.
View the presentations from the launch event
Dorset Destination Management Plan VisitEngland Update - Lyndsey Turner-Swift (VisitEngland Deputy Director)
Dorset DMP Launch Presentation - Sam Richardson
Dorset Off Peak Brand Perceptions - Sam Richardson
