Visit Kent’s latest Economic Impact Model for 2020 published today shows the severe initial impact on White Cliffs Country’s visitor economy from the COVID-19 pandemic, with a 44.1% drop in visitors overall compared to 2019, and a 62.9% decline in value.
Independent research commissioned by Visit Kent on behalf of district council partners shows that £7 million was spent on average in the local economy each month in 2020, as a direct result of the region’s tourism and hospitality industry (compared to £20 million on average in 2019).
The number of tourism jobs across the district also showed a decrease of 43.7% between 2019 and 2020, to 3,419, accounting for 11% of total employment in Dover, Deal and Sandwich last year.
These latest figures provide a detailed – and incredibly important - picture of the impact on White Cliffs Country’s tourism and hospitality sector from the arrival of the Covid-19 pandemic, which saw the first UK National Lockdown taking place from March 2020.
Using the industry-respected Cambridge Economic Impact Model, the study measured the volume and value of tourism within the county in 2020, and the effect of visits and visitor expenditure on the local economy.
While the tourism and hospitality picture was exceptionally challenging throughout the region in 2020, these latest findings do show that the county’s visitor economy performed above the national average across several areas.
When looking specifically at trip purpose, the proportion of those travelling to visit friends and relatives overnight in Dover, Deal and Sandwich during 2020 rose by 11% (up from 32% in 2019 to 43%). This demonstrates the incredible influence that ongoing support from the district’s residents – who acted as ambassadors for their region, welcoming friends, and family to experience it first-hand - had on local businesses during a hugely difficult year.
The advocacy of Kent’s locals is strengthened further by findings from a separate study conducted by Visit Kent into resident’s perceptions of the impact of tourism across the Garden of England. This research highlighted that 88% of those surveyed during the summer of 2020 supported tourism in their local area. The same study showed that 80% of respondents felt as though tourism can improve local investment and development opportunities, and 67% considered their local area to be a tourist destination.
Cllr Trevor Bartlett, Leader of Dover District Council said: “We do understand how difficult the pandemic has been for everyone. However, as we get ready for the year ahead, we’re preparing to build on the successes of the district, and working with our partners to welcome visitors back to enjoy all that the district has to offer.
“We were delighted to welcome The Open back to Sandwich in 2021, to attend key travel trade exhibitions, including the World Travel Market, and to celebrate news that White Cliffs Country received international acclaim as Kent’s Heritage Coast was 4th on a list of the world’s best regions to visit in the Lonely Planet’s Best in Travel 2022.
“We continue to work with all our partners for the visitor economy, including distributing financial support. We’re looking forward to the year ahead, with the cruise market returning, the development of our new Experience project, new interactive maps for food and drink, and a whole range of exciting events set for 2022.”
Visit Kent Chief Executive, Deirdre Wells OBE, said: “After a strong performance in 2019, our sector’s bold plans for 2020 were utterly disrupted by the Covid-19 crisis. This latest research is a stark demonstration of the direct impact on White Cliffs Country’s brilliant tourism, leisure, and hospitality sector, which is one of the district’s biggest employers, and the life and soul of our high streets. The findings from 2020’s Economic Impact Study demonstrate exactly why our industry continues to need long-term support from central Government, to enable a sustainable destination recovery.
“We are extremely grateful to our Kent residents who have shown unwavering levels of support to their local businesses throughout the Covid-19 pandemic. From eating out to help out and pledges of support, to venue visits with loved ones and switching up their shopping habits, the sense of pride throughout the county has kept our industry going through these unprecedented times.”
The release of the county’s latest Economic Impact findings coincides with Kent’s recent recognition by global travel authority Lonely Planet, who have named ‘Kent’s Heritage Coast’ as number four on a list of the world’s best regions to visit in 2022. This latest accolade is particularly welcome as Kent’s tourism and hospitality sector, which was worth £4.1 billion to the local economy pre-pandemic, works hard to rebuild for the future.
Deirdre continued: “Our partners in White Cliffs Country, and across the county, have been working extremely hard over the last 18 months to welcome visitors back safely and to continue providing a first-class experience, with many proudly displaying VisitBritain's We're Good to Go kitemark as a way of reassuring customers and staff that processes are in place to welcome them back with confidence.
“We are hugely honoured to see ‘Kent’s Heritage Coast’ cited as one of Lonely Planet’s best travel destinations for this year. This award coincides with Visit Kent’s 20th anniversary and marks the biggest year to date in terms of the long-term recovery of our region’s tourism and hospitality sector. Accolades such as Lonely Planet’s ‘Best in Travel’ are exceptionally important for reminding visitors of exactly what makes our corner of the world so special. Thanks to incredible collaborations county-wide, we’re confident that we can build a vibrant, sustainable, and resilient industry for the future, together.”
To access the full Dover, Deal and Sandwich Tourism Economic Impact Study 2020 report, please see here. For more information about White Cliffs Country, please visit www.whitecliffscountry.org.uk
NOTES FOR EDITORS
About White Cliffs Country
White Cliffs Country (Dover District Council) is the Destination Management & Marketing Organisation for Dover District (including the character towns of Deal, Dover, Sandwich and wider environs).
Focused upon the five strategic pillars of ideas, people, place, business environment and infrastructure, White Cliffs Country targets domestic and international markets to raise the district’s profile as a ‘great place to visit, invest, live, work and learn’, improving experience, engagement, quality and skills within the industry, and growing investment in tourism. White Cliffs Country works with local, county, regional and national partners and industry groups. White Cliffs Country also runs, in partnership with Dover Museum, the White Cliffs Country Visitor Information Centre (based at Dover Museum), as well as the Visitor Welcome Desk for Kent’s Cruise Partnership (based at Dover Cruise Port).
For further information, please visit www.whitecliffscountry.org.uk. For further media information on White Cliffs Country and images please contact Visitor Marketing & Communications Officer, Luisse Whiting, on luisse.whiting@dover.gov.uk
About Visit Kent
Visit Kent Ltd is the 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 further information, please visit www.visitkent.co.uk (consumer) or www.visitkentbusiness.co.uk (business). For further media information on Visit Kent and images please contact PR & Comms Manager Lana Crouch on lana.crouch@visitkent.co.uk
About the Cambridge Economic Impact Model
The figures were derived using the Cambridge Economic Impact Model undertaken by Sergi Jarques at 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 (eg 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.
Is it estimated that 2,415 actual jobs are supported by Bluewater, raising the total employment in that area to 6,186, or 10% of all employment in Dartford. Whilst it contributes to Kent’s visitor economy, the shopping and retail nature of the destination must be taken into consideration.
Posted on 26 January 2022