Visit Kent’s latest Tourism Economic Impact Study, published today, shows that before the devastating impact of the Covid-19 pandemic, the county’s visitor economy had topped £4.1billion for the first time ever, welcoming a record 66.5 million visitors in 2019. Independent research reveals that £278million was spent on average in the local economy each month in 2019, as a direct result of the county’s tourism and hospitality industry. And the number of tourism jobs across the county showed a 6 per cent increase between 2017 and 2019, to 81,458, accounting for 11 per cent of total employment in Kent last year.
Using the industry-respected Cambridge Economic Impact Model, the study measured the volume and value of tourism in the county in 2019, and the impact of visits and visitor expenditure on the local economy.
The release of the county’s latest Economic Impact findings coincides with the launch of a significant programme of recovery, led by Visit Kent, alongside visitor economy partners at Visit Essex, East Sussex County Council and Sussex Modern.
The project, which has been titled Re-Building Confidence and Demand in the Visitor Economy, will be rolled out across the South East Local Enterprise Partnership area. The planned package of support will include major digital campaigns to drive off-season visits, increase consumer confidence and disperse visitors, along with dedicated local campaigns to effectively reboot the visitor economy ahead of the upcoming 2021 season.
Deirdre Wells OBE, chief executive, Visit Kent, says: “We are extremely proud to be working not only with partners throughout our own county, but with allies across the region on an extensive programme of activity that aims to support the recovery of our industry following the ongoing effects of the Covid-19 pandemic.
“The insights presented through our latest research demonstrate the huge contribution our vital industry makes to the overall economy of Kent. The continued collaborative efforts of organisations across the region will be critical in championing the recovery of our sector during a particularly challenging year ahead.”
