White Cliffs Country is here to help tourism, leisure and hospitality businesses across Dover District succeed – whether you are looking to start up, develop, diversify or grow, our strong business support network can support you in achieving your full potential.
New Cambridge Economic Report for 2021
The recent release of the latest industry-respected Cambridge Economic Impact Model for 2021, shows the value of economy in the Dover district increasing to £201 million, a 79% increase from 2020.
While the tourism and hospitality picture remained challenging throughout the region in 2021, these latest findings do show that Dover district’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 2021 accounted for 33% of overnight trips. 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.
Quote from Cllr Trevor Bartlett, Leader of Dover District Council
“This independent research shows encouraging news for the district’s tourism industry following several difficult years. It demonstrates that the district has a great offer for both domestic and international visitors, well connected to the rest of the UK and mainland Europe, and with world-class attractions.
“It is also a sign that our strategy to rebuild our visitor economy is working as the district reaps the rewards of new leisure-based investments, such as the Whitemills Wake & Aqua Park in Sandwich, Roman Landings Adventure Golf in Walmer, the Port of Dover’s Marina Curve, and the revamped Market Square in Dover.
“As the only UK destination to feature in Lonely Planet’s Best in Travel 2022 Guide, Kent’s Heritage Coast and White Cliffs Country is on a strong wave of recovery and is gaining real traction from hosting major events such as The Open in 2021, and our attendance at last year’s World Travel Market.”
For further information, please click the 'Economic Impact of Tourism' link below.
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Visitor Survey
A visitor survey for Dover, Deal and Sandwich was undertaken in 2018. Involving face-to-face interviews with a random number of visitors, the surveys gathered information on the origin, profile and behaviour of visitors to the district. Below is a sample of the findings for each town:
Dover
Visitor Profile
- Of the total 901 visitors interviewed in Dover, 77% (695) were from the UK and 23% (206) were from overseas. Two thirds (65%) of UK respondents were from the South East.
- Visitors were spread across the age groups – 22% of all visitors were children and 43% were over the age of 45 years.
Trip Characteristics
- One third (35%) were visiting Dover for the first time, with the repeat visitor market accounting for two thirds of all visitors to Dover.
- Over half (59%) of all visitors were ‘day visitors from home’. Almost half of all day visitors stayed in Dover all day and a further 43% stayed for half a day.
Accommodation
- Most visitors staying in Dover stayed in hotels (34%), the homes of friends or relatives (18%) and touring caravan and camping sites (17%).
- Hotels (26%) and self-catering accommodation (23%) were the main choices of accommodation for overnight visitors staying elsewhere.
Transport
- The car was the most common mode of transport used by visitors to reach Dover, chosen by 66% of respondents.
- Almost two thirds of car drivers (62%) used the town’s car parks and most (95%) found parking in the town centre ‘easy’ or ‘very easy’.
Other
- The best things about Dover according to visitors were the top attractions (Dover Castle, White Cliffs) as well as history, heritage and the local museums. The seafront and the beach, ferries and links to France are also perceived as key assets of the town.
- The 10% of visitors to Dover who used the VIC were asked to rate the levels of satisfaction with the service received. The VIC scores particularly well on the quality of information provided, with positive scores (good or very good) of 92%.
- History and heritage achieved the highest score (4.5 out of 5), followed by finding your way round (4.43) and the selection of maps (4.27). The scores for shopping (2.71), general atmosphere (3.81) and feeling welcome (3.91.
Deal
Visitor Profile
- Visitors were spread across the age groups – 17% of all visitors were children and 54% were over the age of 45 years.
- Three in five respondents (61%) were from the South East and two in five (41%) were from Kent.
Trip Characteristics
- One quarter (26%) were visiting Deal for the first time, with the repeat visitor market accounting for 74% of respondents. Half (50%) of all visitors were ‘day visitors from home’.
- Of these, half stayed in Deal for half a day and a further 37% stayed for the whole day.
- Most respondents (88%) were visiting for leisure or a holiday and 9% to see friends or relatives.
Accommodation
- Most visitors staying in Deal stayed at the homes of friends or relatives (40%) and self-catering establishments (21%)
- Touring caravans and camping (23%) and self-catering accommodation (22%) were the main choices for those staying elsewhere.
- Most overnight visitors staying in paid accommodation rated the level of service received as ‘very good’ (61%) or ‘good’ (31%). Over half (55%) thought the accommodation used represented ‘very good’ value for money.
Transport
- Most car drivers (87%) used the town’s car parks. Of these, three quarters (77%) found parking in the town centre car parks to be ‘very easy (40%) or ‘easy (37%).
- The car was the most common mode of transport used by visitors to reach Deal, chosen by 82% of respondents.
Other
- The average overall expenditure among staying visitors to Deal (per person per 24 hours) on accommodation, eating out, shopping, entertainment and travel and transport was £49.90.
- The best things about Deal according to visitors were the sea front, the beach, the Pier and generally being by the seaside. Deal is perceived as offering a friendly and relaxing atmosphere.
- Visitors were generally very satisfied with the quality of the most popular attractions. On average, over 90% of respondents felt that the top attractions in Deal were ‘good’ or ‘very good’.
- The history and heritage offer achieved the highest score (4.75 out of 5), followed by the feeling of welcome (4.74) and the range of places to eat and drink (4.72).
- In terms of overall enjoyment of visit, 51% of visitors to Deal rated their enjoyment as ‘very high’ and a further 42% rated it as ‘high’.
Sandwich
Visitor Profile
- There was a particularly high proportion of visitors aged 45 and over, accounting for almost three quarters (71%) of the total population.
- More than three quarters of the respondents (79%) were from the South East and over half (57%) were from Kent.
Trip Characteristics
- Just under one quarter (22%) were visiting Sandwich for the first time, with the repeat visitor market accounting for 78% of respondents.
- Three quarters (74%) of all visitors were ‘day visitors from home’. Of these, over half (57%) stayed in Sandwich for half a day and a further 28% stayed for the whole day.
- On average, visitors staying overnight spent 5.7 nights away from home. Looking at visitors that stayed overnight in Sandwich itself, their average trip duration was 6 nights.
Accommodation
- Most visitors staying in Sandwich stayed in self-catering accommodation (28%) or with friends or relatives (21%). The homes of friends or relatives (32%) and touring caravans and camping (26%) were the main choices for those staying elsewhere.
- The majority of overnight visitors staying in paid accommodation rated the level of service received as ‘very good’ (69%) or ‘good’ (24%).
Transport
- The car was the most common mode of transport used by visitors to reach Sandwich, chosen by 82% of respondents.
- Most car drivers (90%) used the town’s car parks. Of these, the vast majority (93%) found parking in the town centre ‘very easy (71%) or ‘easy (22%).
Other
- Half of all visitors (50%) were aware of the Guildhall Museum and a quarter (26%) had either visited or were planning to visit during their trip
- Visitors were generally very satisfied with the quality of the most popular attractions. On average, over 90% of respondents felt that the top attractions in Sandwich were ‘good’ or ‘very good’.
- The best things about Sandwich according to visitors were the historic aspect of the town, the heritage and the medieval feel, and in particular old buildings, churches and architecture.
- In terms of the overall enjoyment of visit, 73% of visitors to Sandwich rated their enjoyment as ‘very high’ and a further 23% rated it as ‘high’.
Download a full copy of the visitor surveys via the links below:
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Economic Impact of Tourism (Cambridge Model Report)
The Cambridge Economic Impact Model is an industry respected tool for measuring the economic impact of tourism in Dover District. Knowing the volume and value of tourism is an essential part of developing policies for managing tourism.
In 2021 Destination Research, commissioned by Dover District Council via Visit Kent, carried out the Cambridge Model Reports. The reports give the economic impact of tourism to and within Dover District and relates to the estimated value and volume of tourism to the area during a single year.
Below are the key headline figures for 2021:
White Cliffs Country (Dover District)
Headline Figures:
Economic Impact of Tourism- Year on year comparison White Cliffs Country (District)
| Day Trips |
2019 |
2020 |
2021 |
Annual Variation |
| Day Trips Volume |
4,265,000 |
2,383,000 |
3,737,000 |
+56.8% |
| Day Trips Value |
£141,089,000 |
£53,559,000 |
£99,575,000 |
+85.9% |
| Overnight Trips |
|
|
|
|
| Number of Trips |
424,000 |
189,000 |
280,100 |
+48.2% |
| Number of Nights |
1,393,000 |
559,000 |
880,000 |
+57.4% |
| Trip Value |
£86,702,000 |
£32,849,000 |
£54,898,000 |
+67.1% |
| |
|
|
|
|
| Total Value |
£302,490,000 |
£112,176,000 |
£201,301,000 |
+79.4% |
| Actual Jobs |
6,071 |
3,419 |
4,522 |
+32.2% |
Below are the key headline figures for Dover, Deal & Sandwich towns for 2019:
Dover Town
Headline Figures:
Economic Impact of Tourism- Year on year comparison, Dover Town
| Day Trips |
2017 |
2019 |
Annual Variation |
| Day Trips Volume |
1,575,000 |
1,612,000 |
2.3% |
| Day Trips Value |
£46,632,000 |
£51,924,300 |
11.6% |
| Overnight Trips |
|
|
|
| Number of Trips |
168,00 |
168,00 |
0.5% |
| Number of Nights |
616,00 |
601,00 |
-2.4% |
| Trip Value |
£33,980,00 |
£33,604,400 |
-1.1% |
| |
|
|
|
| Total Value |
£111,716,300 |
£117,432,250 |
5.1% |
| Actual Jobs |
2,347 |
2,476 |
5.5% |
Deal Town
Headline Figures:
Economic Impact of Tourism- Year on year comparison, Deal Town
| Day Trips |
2017 |
2019 |
Annual Variation |
| Day Trips Volume |
1,505,000 |
1,541,000 |
2.4% |
| Day Trips Value |
£39,677,000 |
£44,180,100 |
11.3% |
| Overnight Trips |
|
|
|
| Number of Trips |
72,000 |
72,000 |
0.0% |
| Number of Nights |
325,000 |
311,900 |
-4.0% |
| Trip Value |
£16,057,000 |
£15,579,500 |
-3.0% |
| |
|
|
|
| Total Value |
£76,945,500 |
£81,155,250 |
5.5% |
| Actual Jobs |
1,592 |
1,661 |
4.3% |
Sandwich Town
Headline Figures:
Economic Impact of Tourism- Year on year comparison, Sandwich Town
| Day Trips |
2017 |
2019 |
Annual Variation |
| Day Trips Volume |
272,000 |
278,900 |
2.5% |
| Day Trips Value |
£8,196,000 |
£9,125,600 |
11.3% |
| Overnight Trips |
|
|
|
| Number of Trips |
20,000 |
20,900 |
4.5% |
| Number of Nights |
88,000 |
95,700 |
8.7% |
| Trip Value |
£4,561,000 |
£4,605,700 |
1.0% |
| |
|
|
|
| Total Value |
£17,538,700 |
£18,363,550 |
4.7% |
| Actual Jobs |
366 |
371 |
1.3% |
Download a full copy of the report for the district via the link below.
Kent (County)
Headline Figures:
Economic Impact of Tourism- Year on year comparison Kent (County)
| Day Trips |
2017 |
2019 |
2020 |
Annual Variation |
| Day Trips Volume |
60,100,000 |
61,660,000 |
31,189,000 |
-49.4% |
| Day Trips Value |
£2,036,732,000 |
£2,249,146,000 |
£884,354,000 |
-60.6% |
| Overnight Trips |
|
|
|
|
| Number of Trips |
4,870,000 |
4,862,000 |
2,163,000 |
-55.5% |
| Number of Nights |
17,881,000 |
17,156,000 |
7,173,000 |
-58.1% |
| Trip Value |
£928,856,000 |
£899,379,000 |
£355,267,000 |
-60.4% |
| |
|
|
|
|
| Total Value |
£3,864,927,000 |
£4,148,318,200 |
£1,616,140,000 |
-61% |
| Actual Jobs |
76,852 |
81,458 |
50,026 |
-38.5% |
Download a full copy of the Kent report via the link below:
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Useful External Research & Documents
Visit Kent Business
Tourism South East: Resource Hub
National Coastal Tourism Academy: Resource Hub
Visit Britain: Business Advice Hub