We are passionate about Dorset and promote it as a world class destination to attract visitors and support the tourism industry. Investing in the future of the visitor economy in Dorset is at the heart of what we do. We want your business to succeed and we aim to help drive a thriving and vibrant tourism economy by:
- Supporting tourism businesses to grow, and tourism start-ups to thrive.
- Promoting and marketing Dorset tourism businesses and visitor experiences to a national and international audience to grow awareness of Dorset as a fantastic visitor destination.
- Maintaining current loyal visitors, attracting new visitors and maximising their spend to help the tourism and wider economy of Dorset.
- Improving the visitor experience by providing information and signposting training and business skills to tourism businesses in Dorset.
Our work encompasses digital content marketing; publishing visitor guides; supporting PR and media activity; operating and partnering with local tourist information centres, and contributing to strategic partnerships that benefit the Dorset visitor economy.
Digital
The Visit Dorset website is the official hub for Dorset tourism and our destination marketing content. Reaching over 2.6 million visitors each year, the site has been developed for optimal user experience; maximum search engine visibility; and offers integrated advertising opportunities for tourism businesses through our membership packages.
Read more about our website and wider digital marketing activities.
Campaigns and collaboration
We support Visit Dorset members and the wider tourism economy by investing in ongoing marketing campaigns and work together with relevant organisations that work to promote and support tourism and conservation interests across the county.
Visit Dorset Destination Marketing Plan 2025
We will continue to promote Dorset as a world class destination to attract visitors and support the local visitor economy.
We will highlight Dorset’s diverse landscape and unparalleled natural beauty, including our World Heritage coastline, picturesque countryside, unique cultural heritage and vibrant event, attraction and activity provision.
By working closely with local businesses, we aim to showcase the diverse places to eat, drink, stay and play.
All marketing initiatives will be delivered to our target market segments via our successful digital platforms and external agencies.
Target Markets
Visit Dorset recently commissioned market segmentation research to understand the different types of current and potential visitors to the county.
The segmentation research categorises Dorset's visitors into 5 types:
Comfort and Convenience
This segment represents 19% of the target market and 6.1 million adults.
A caring segment with wholesome values preferring easy, domestic holidays where they can relax, often returning to places they know.
The majority (56%) of this segment are aged 55+ with 49% working and 30% being retired. Only 26% have children in the household. This segment is more likely to have a disability in the household.
Home from home style self-catering accommodation is preferred for this segment, in a quiet location close to local amenities. Coastal and rural walks (gentle routes) that take in points of interest are appealing to this group as well as visits to parks/gardens and wildlife watching (e.g. nature reserves).
Travelling in the shoulder months or mid-week when prices are lower would be appealing for this group.
Active and Mindful
The Active and Mindful segment represents 20% of the target market and 6.4 million adults.
This is a physically active segment that likes a challenge and enjoys new experiences. They are self-aware and carefully manage their physical and mental health.
The majority (48%) of this segment are aged 35 and under, closely followed by 43% being aged 35-54. 83% of this group are working and only 4% are retired. 62% fall into the ABC1 social grade and have a higher-than-average household income.
53% of this segment has children in the household as well as being dog owners at 50%.
This segment often chooses holidays where they can challenge themselves physically. They enjoy the beach, and nightlife is important to them. They are well-travelled and willing to pay out to get the most out of their holidays. Social media is important to this segment.
Nature and Culture
The Nature and Culture segment represents 22% of the target market and 7 million adults.
This segment are nature lovers with a practical approach to life. They spend their free time exploring beauty spots and historical treasures. Holidays are driven by the destination and activities available and are well researched.
The majority (46%) of this segment are aged 55+, followed by 33% being aged 35-54. 62% of this group are working and 25% are retired. 66% fall into the ABC1 social grade with a slightly below average household income. 34% are dog owners and 29% have children in the household.
They go out of their way to learn about local culture on a holiday and try to do something that they've never done before. Their holidays involve lots of excursions or day trips and they look for locally sourced food. They are attracted by nature-based activities (e.g. fossil hunting and stargazing) and cultural attractions.
High-end or luxury accommodation and pampering is NOT a priority for this segment.
Opportunity to target for off-peak visits.
This segment research holidays via Google, so good web content and SEO is important.
Luxury and Learning
The Luxury and Learning segment represent 13% of the target market and 4.2 million adults
This segment are lovers of the finer things in life.
The majority (56%) are aged 55+ with 59% working and 31% being retired. Only 26% have children in the household.
67% of this segment are in the ABC1 social grade and have the highest average household income of all the segments.
This segment does a lot of research and high-end and luxury accommodation is a priority. They always look for locally sourced food and it’s important to have the option of fine dining. They will pay whatever it takes to get the best experience. A destination that is rich in culture is important.
Potential for off-peak visits.
Fun and Relaxation
The Fun and Relaxation segment represents 25% of the target market and 8 million adults
This segment are bargain hunters who tend to stick to popular leisure options and holiday destinations. Holidays are about letting go and finding a way to relax.
The age groups of this segment are fairly evenly split, with 39% being 35-54 years old, 31% being 55+ and 29% being under 35 years old.
66% of this segment are working and 15% are retired. 42% have children in the household and 33% are dog owners.
54% of this segment are in the ABC1 social grade and have a slightly lower than average household income.
They are more than happy to stick to tourist hot spots on their holidays and would happily spend every day at the beach and in or around the resort/accommodation. This group is drawn by offers, deals and packages.
Campaigns
Our campaigns will be targeted to the segments outlined above and the main campaigns that will feature within our 2025 marketing activity are outlined below. These campaigns are fluid as new data and trends emerge and we will follow Visit England’s consumer sentiment research for marketing trends.
Competitions
We aim to run competitions aimed at our target market segments. We will work with our members to source package prizes to include accommodation and attraction & activity tickets. These will be promoted at opportune times throughout the year.
Target markets: All
A World Less Travelled Videos
We will continue to promote our set of 4 ‘A World Less Travelled’ videos with a CTA to visit the website to plan and book a holiday or short break to Dorset.
Target markets: Active & Mindful, Nature & Culture, Luxury & Learning
Accessibility
An important focus for us continues to be accessibility. We aim to ensure that Dorset is known as a place to visit for all with accessible needs, whether visual, motor, auditory or learning/cognitive.
We will continue to update the content and information on our website, promoting messaging and sharing ideas and inspiration around accessible day trips and overnight stays to Dorset.
Target markets: All but mainly Comfort & Convenience
Dorset Unplugged
This campaign will promote Dorset as a destination to switch off and enjoy a sense of freedom, wellbeing, refreshment & renewal. Enjoy the fresh air, vast landscapes and special nature all around. Inclusion of off grid and remote accommodation, health & wellness activities and locally sourced food & drink
Target markets: Active & Mindful, Luxury & Learning, Nature & Culture
Stampede by the Sea
In spring 2025, Bridport, West Bay, and Lyme Regis will be transformed into a giant art trail. The area will be transformed into vibrant, fun, and free art trail that local families and visitors will never forget. Thirty striking and colourful elephants will be waiting to be discovered, each designed and painted by talented artists. Stampede by the Sea is raising funds for Weldmar Hospicecare
Target markets: Nature & Culture, Fun & Relaxation
Shared Prosperity Fund – Spring campaign
As part of our Shared Prosperity funding, we will be running a Spring campaign with marketing agency, Fathom.
Target markets: TBC
Dorset was made for walking
To tie in with the launch of the film ‘The Salt Path’ in April we will focus our marketing on Dorset being the perfect destination for walking, this will not centre just around the South West Coast Path but will encompass the vast array of countryside routes.
Target markets: Nature & Culture, Active & Mindful
Dorset’s Spirit for Adventure
Dorset is the perfect playground for those wanting to add a bit of adventure to their short break or holiday. From watersports and inland activities to the more quirky activities and attractions that are on offer.
Target markets: Active & Mindful, Luxury & Learning
Value Dorset
We will promote short breaks and holidays in Dorset and that visitors can enjoy without breaking the bank. We will provide inspirational content to include special offers, ideas on accommodation, eating out and low cost or free days out.
Target markets – Fun and Relaxation
Dorset – Naturally Inspiring
Promoting our very special natural environment and the special things visitors can experience, without harming the natural environment.
Dorset’s natural beauty and activities will be celebrated in this campaign including nature reserves, wildlife, fossil hunting and dark skies.
Target markets: Comfort & Convenience, Nature & Culture
Seasonal Messaging
We will carry out consumer campaigns on a seasonal basis to encourage visits, particularly overnight stays and short breaks. As well as spring, summer, autumn and winter we will also focus campaigns on Valentines Day, Mother’s Day, Father’s Day, Easter, Bonfire night, Halloween, Christmas & New Year as well as bank holidays and school holidays.
International marketing
With the growth of international markets, we will pursue opportunities to work with partners to market Dorset to key overseas markets. We will place advertising within the England’s Coast brochure that is distributed at Vakantiebeurs Travel Trade show in January.
We will continue to attend VB International Market webinars to learn more about trends, product demand and gain data insights from in-market specialists and weave these into our marketing initiatives.
Travel Trade
We will look at opportunities to support attendance at Travel Trade shows with partners. These may possibly include Excursions, BTTS and Group Leisure Travel Show.
Method
Social Media
We will continue to promote Dorset and grow our existing audiences on Instagram, Facebook and YouTube and increase our presence on TikTok.
We will continue to regularly publish content via a blend of organic posts and reels as well as paid advertising. We will engage with new and existing customers, build strong relationships, increase brand awareness and encourage visits to Dorset.
Influencers
We will work with selected influencers who can help us to achieve our marketing campaigns and drive our content to one or more of our selected target market segments.
Website
Visit-dorset.com is a vast consumer-facing website showcasing the best of Dorset to visitors. Alongside our social media channels, the website forms a formidable presence and source of information for visitors and other consumers wishing to find out about things to do, what’s on, where to eat and where to stay in Dorset.
Our ‘always on, content first’ approach ensures that the website will continue to be relevant, inspirational and won’t stand still. We will continue to follow our content plan and create and curate content around what consumers are looking for and to attract web traffic and engage with visitors.
Member businesses will be showcased in a variety of ways, from inspirational content to more functional event and product listings to drive bookings.
Tone of Voice
Aspirational and inspirational but authentic, natural and fun.
Stay up to date with our recent marketing activity by reading the updates on our e-newsletters and follow our business X account @VisitDorsetBiz or connect with us on LinkedIn
Press and media
Throughout the year we receive a large number of enquiries from journalists, pre-production crews, bloggers, vloggers and photographers for press contacts and assistance to aid in planning their visit to Dorset and also gaining the relevant permissions for TV and film companies seeking to use Dorset as the backdrop for their next production.
Read more in our Press and Media Room section.
We produce the Days Out in Dorset map and guide each year for print and online distribution, which provide further advertising opportunities for Visit Dorset business members to reach potential customers.
Contact us
For further information about our work and marketing campaigns, visit our news section, follow our business X account @VisitDorsetBiz or contact us.
