Suffolk and Norfolk’s annual Tourism Business Conference, held at the John Innes Centre in Norwich, has discussed ways to grow and improve East Anglia’s largest sector and biggest employer.
The day-long event, organised by the Suffolk and Norfolk Local Visitor Economy Partnership hosted workshops and presenters to help develop a year-round visitor economy that aims to spread demand seasonally and geographically and change the narrative that the industry is ‘seasonal, low skilled and low paid’.
Speakers included:
- Ross Calladine, Head of Business Support at VisitEngland and a Government Disability and Access Ambassador.
- Sarah Duncan, Ethical and Sustainable Business Advisor and author of the VisitBritain Regenerative Tourism Guide, led a roundtable about how tourism can and should have a positive impact, leaving a place better than it was before.
- Sergi Jarques, owner and director at market research agency Destination Researchprovided compelling insights into business and destination development.
- Pete Waters, Executive Director of Visit East of England discussed projects within the new Destination Management Plan that are looking to bolster the sector.
- Mary Harris, of Bird Global Consultancy outlined the development of Suffolk and Norfolk’s placemaking brand ‘Naturally’, a project aimed at attracting new visitors to the area, and encouraging longer staying visits.
- Will Wright, Ipswich-based Destination Core, highlighted how developing itineraries and trails within a Digital Content Management System can help visitors plan their trip.
- Jonathan Wincheser, Insight 6 helped delegates better understand the key moments that shape a visitor’s stay and why memorable experiences are the key to attracting and retaining visitors.
The visitor economy in Suffolk and Norfolk was worth £5.9bn in 2024 and employed 120,000 people, an increase of 7% on 2023 and both new record highs. There were 82 million day trips in 2024 and 5 million staying trips with 19 million staying nights. The visitor economy accounts for 21% of all employment in Norfolk and 15% of all employment in Suffolk.
For more information visit www.visiteastofengland.com.
