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 cultural partners, the plan responds to key challenges 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 collaboration.
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).
This plan provides the roadmap for a more resilient, sustainable and competitive visitor economy that benefits all parts of Dorset throughout the year.
You can read the full Dorset Destination Management plan 2026-2035 here.
