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Visit Kent reveals Kent's tourism industry worth £3.8bn in 2017

By Chris Britcher

Kent's tourism sector welcomed a record 65 million visitors and generated a record amount for the local economy, according to the latest figures.

The visitor economy increased 7% and topped £3.8 billion for the first time ever, after welcoming a record number of visitors in 2017.

Independent research commissioned by Visit Kent has revealed that 64,970,000 visitors came to the county in 2017, and the county remains the third most visited destination outside of London for foreign visitors.

Paul Carter and Deirdre Wells (6411463)
Paul Carter and Deirdre Wells (6411463)

Overseas overnight visits to the county increased by 4% with an 8% increase in the number of nights stayed, and a 10% increase in the resulting value.

Across the county, visitor spending figures in Kent continue to rise compared to 2015, with the highest ever numbers reported for spending in the county from both day and overnight visits.

Tourism jobs have also increased by 6.8% to 76,828, and now account for 11% of total employment across the county.

Canterbury punts pictured on a Visit Kent tourism poster - the city was the big draw once again
Canterbury punts pictured on a Visit Kent tourism poster - the city was the big draw once again

Chief executive of Visit Kent, Deirdre Wells, said: “Tourism is the UK’s fastest growing service sector and these figures demonstrate the contribution which our vital industry makes to the economy of Kent.

"The collective efforts of tourism businesses across the county have paid dividends and this partnership will be critical in ensuring that this growth continues during a challenging year ahead.”

Using the Cambridge Economic Impact Model, this new research measured the volume and value of tourism in the county in 2017, and the impact of visits and visitor expenditure on the local economy.

Leeds Castle remains a big draw for visitors Picture: Visit Kent
Leeds Castle remains a big draw for visitors Picture: Visit Kent

Canterbury had the highest number of trips (7.8m) and the highest visitor spend (£392m) in the county. Canterbury’s tourism employment now accounts for 16% of the district’s total employment.

Thanet saw the highest increase in day visitor numbers in the county, rising by 9.9% to 3.7m.

Over £319m was spent in the area as a result of tourism, an increase of 9.2% on 2015. Thanet’s tourism employment now accounts for an impressive 19% of the district’s total employment.

Deirdre Wells - chief of Visit Kent
Deirdre Wells - chief of Visit Kent

Other district highlights included a 10.1% increase in the value of day trips in Tonbridge and Malling, a 9% rise in the number of day trips to Sevenoaks, and a 4.2% rise in tourism employment in Dover meaning that tourism jobs now account for 17% of the district’s overall employment.

There was a leap in the value of day trips for Ashford (5.6%), Medway (6.7%) and Maidstone (11.2%), while Folkestone & Hythe and Tunbridge Wells saw increases in the average length of stay for overnight trips (2.4% and 3.1% respectively). The total value of tourism for Swale enjoyed a 3.9% increase, rising to £237m.

Since 2006, the value of Kent’s tourism industry has risen by 33%.

The Turner Contemporary, Margate
The Turner Contemporary, Margate

Leader of Kent County Council, Paul Carter, said “The results from the 2017 survey commissioned by Visit Kent clearly show that the visitor economy is increasingly important to the county’s future prosperity”.

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