Developing visitor economy as year-round offering is LVEP priority

Suffolk and Norfolk’s visitor economy is at an all-time high in terms of employment and value – but there’s more that can be done to grow it further.

That was the key message for delegates at Visit East of England’s (VEE) Suffolk and Norfolk Local Visitor Economy Partnership (LVEP) Tourism Business Conference 2025 at the John Innes Centre, Norwich.

Delegates at the Tourism Business Conference.

Developing a year-round visitor offering, spreading tourism demand seasonally and geographically, and converting day trippers to stay visitors were the objectives the sector should focus on, said VEE executive director Pete Waters.

‘Our 2024 visitor economy figures show record highs in tourism employment and value – 120,000 jobs and a sector worth £5.9bn. Biggest sector, biggest employer. But there are opportunities to take it further.’

Mary Harris of Bird Global Advisory presents on the Naturally placemaking brand.

The day’s presentations and speakers were geared towards these ambitions:

VisitEngland’s Ross Calladine, a Government Disability and Access Ambassador, outlined ways to improve our accessibility offer to attract more of the UK’s £14.6bn Purple Pound.
VisitEngland/VisitBritain Regenerative Tourism Guide author Sarah Duncan and VisitEngland Regenerative Tourism Manager Leanne Smith were joined by Louise Matthews from Kent Wildlife Trust and Sue Jerham of the National Forest e-Bike Holidays to discuss regenerative tourism, while consultant Deborah Brookes presented a new LVEP-funded Brecks project to create a Regenerative Tourism National Character Area.
Sergi Jarques of Destination Research talked conference through the latest domestic and inbound market research and intelligence, and highlighted the region’s opportunity to attract – because of our historical links – more visitors from the USA in the run-up to the 250th anniversary of American Independence.
Mary Harris of Bird Global Advisory gave an update on the on-going Naturally placemaking brand work she is undertaking for the LVEP, while Will Wright of Destination Core outlined how it will be presented on the LVEP’s new digital infrastructure development.
Keynote speaker Jonathan Winchester of Insight 6 gave a compelling and entertaining presentation on the importance of Customer Experience (CX) to round off the day.

The panel discussing regenerative tourism at the John Innes Centre conference.

Pete Waters outlined the progress of the VisitEngland-accredited LVEP and the investment it is putting into the Action Priorities in the new Destination Development Plan, a result of eight months of consultations with more than 300 stakeholders.

Pete stressed that VEE and the LVEP wanted to work collaboratively with visitor economy and hospitality businesses to grow the sector as well as with local Destination Management Organisations and county and district authorities.

The event also highlighted Visit East of England’s work with rail provider Greater Anglia on their £1m+ UNLONDON campaign, which has involved a TV advert in the capital, plus 48 sheet posters, an Influencer campaign, advertorials in Time Out, and a competition that received more than 12,000 entries. The TV advert has also attracted more than 1m views on You Tube.