Wiltshire has experienced a significant drop in tourist visits, with numbers falling by 22% over the past year. This decline coincides with Wiltshire Council’s second decision to defund Visit Wiltshire, the county’s dedicated destination management organisation.
At the council’s cabinet meeting on October 7, Council Leader Ian Thorn expressed his concern, stating, “There has been a 22 per cent drop in visit numbers into Wiltshire over past year – I find it quite shocking.”
Tourism is a crucial cornerstone of Wiltshire’s economy, contributing an estimated £1.5 billion annually—approximately 9% of the county’s GDP—and supporting around 28,000 local jobs. Despite this, the Conservative administration voted to end financial support for Visit Wiltshire in both 2023 and 2024.
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Former council leader Richard Clewer defended the decision, citing Wiltshire’s poor tourism performance in comparison to neighbouring areas like Gloucestershire, Bath, and Bristol. He described Wiltshire as “quite significantly” the “worst performing county in the South West for tourism,” with declining visitor numbers.
However, following the May elections, the new Liberal Democrat-led council pledged to restore the relationship with Visit Wiltshire. As part of this effort, the cabinet approved the development of a Destination Management Plan (DMP) for Wiltshire, which will cost £50,000.
This initiative builds on the Wiltshire Local Visitor Economic Partnership (LVEP), formed earlier in 2024 under the previous administration and led by Visit Wiltshire. The LVEP, accredited by Visit England, aims to improve strategic coordination of tourism across the county.
Producing a Destination Management Plan is a key accreditation requirement for LVEPs. The plan will outline collaborative strategies to enhance the visitor experience, align with national best practices, and reflect local priorities.
Wiltshire Council agreed that Visit Wiltshire is best positioned to lead the creation of the DMP due to its strong relationships within the tourism sector and in-depth knowledge of the local visitor economy.
The proposal to fund this project represents a partial reversal of the 2023 decision to cease supporting Visit Wiltshire’s operations after the 2023/24 financial year. Importantly, it does not restore full funding but enables Visit Wiltshire to spearhead the strategic planning process.
The decision will be further reviewed at the Full Council meeting on October 21, where members will vote on adjusting the budget to accommodate funding for the Destination Management Plan.
Cabinet Member for Economic Development, Councillor Helen Belcher, emphasized the importance of tourism to the county, saying: “Wiltshire’s visitor economy is a vital part of our county’s identity and prosperity, and I’m delighted that Cabinet has endorsed the development of a Destination Management Plan.”
Belcher added that the plan represents a commitment to supporting tourism and local businesses while ensuring adherence to Visit England standards. She concluded, “The plan will provide a clear, strategic framework to help us work collaboratively with Visit Wiltshire and other partners, ensuring that Wiltshire’s unique heritage, landscapes, and attractions are promoted effectively and sustainably.”