District’s visitor numbers rocket in record post-pandemic recovery

The district’s tourism industry demonstrated an impressive post-pandemic record recovery according to figures released this week. 

A detailed report commissioned by Visit Kent in partnership with Canterbury City Council found that in 2023, Canterbury, Herne Bay, Whitstable and the villages saw:  

• visitor numbers surpass pre-pandemic levels with 8.1m people visiting the district – a 13% increase compared to 2021 and 4% to 2019 
• tourism in the district generate £520m in revenue which is on a par with 2019 levels and a 57% increase on income from 2021 
• inbound tourism surge significantly, with 212,000 overseas trips made in 2023, exceeding pre-pandemic levels by 9% compared to 2.2% for the county 
• day trips to the district surpass 2019 levels with 7.5m day trips, a 10% increase on 2021 
• day trip spending also reaching £269 million, a 46% increase compared to 2021 
• a higher proportion of visits for holiday purposes (55%) compared to the county (43%) 

Cllr Alex Ricketts, Canterbury City Council’s Cabinet Member for Tourism, Transport and Rural Champion, said: “These fantastic figures are no surprise when you consider what our district has to offer – history, heritage and culture around every corner.  

“Our stunning 14-mile coastline boasts the Victorian charm of Herne Bay and the delightful, ever popular Whitstable, while inland we are blessed with picture postcard villages that are the envy of the Garden of England let alone the country as a whole.  

“The numbers in this study also match our own, with parking figures showing more people coming to our high streets, supporting increasing numbers of exciting new businesses and fewer empty shops than many other parts of the UK.” 

The study shows tourism in the district supports 10,235 jobs across the district, representing 15% of total employment. 

Cllr Chris Cornell, Cabinet Member for Economic Development and Inclusion, Coastal Towns Champion, said: “Tourism plays a key role in our economy but we cannot rest on our laurels and need to support the sector through the myriad challenges it is facing.  

“For the council, this means working with partners to ensure the money that tourism earns in the district stays here and local businesses support each other by buying from each other.”   

The study uses the industry-respected Cambridge Economic Impact Model to measure the volume and value of tourism within a destination, as well as the effect of visits and visitor expenditure on the local economy.   

Visit Kent Chief Executive, Deirdre Wells OBE, said: ”This remarkable recovery in Kent’s tourism sector highlights the resilience and adaptability of our industry. 

“Reaching 99% of pre-pandemic visitor volumes, and generating £4.1 billion in revenue, demonstrates the vital role tourism plays in driving economic growth, supporting more than 77,000 jobs and showcasing Kent as a premier destination for visitors from near and far.

“As we continue to celebrate Kent’s rebound and recovery, it’s crucial to also acknowledge the industry’s ongoing challenges, particularly with the current economic pressures and operational costs that our businesses face daily.  

“Through our newly-launched Destination Management Plan, we’re committed to addressing these challenges head-on, supporting our partners and advocating for policies that help sustain the industry. 

“It is clear that, despite the strides we’ve made, there is more work ahead to ensure tourism in Kent continues to thrive and ultimately reaches its full potential.” 

View the full Canterbury Economic Impact Study 2023 report here.

For more information about the Canterbury district, please visit canterbury.co.uk.

About Visit Kent 

Visit Kent Ltd is the Local Visitor Economy Partnership (LVEP) accredited 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 visit visitkent.co.uk (consumer) or visitkentbusiness.co.uk (business).  

About the Cambridge Economic Impact Model 

The figures were derived using the Cambridge Economic Impact Model undertaken by 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 (e.g., 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.  

Please note this press release references comparative data from the 2023, 2021 and 2019 reports commissioned by Visit Kent.  

Published: 13 December 2024