Executive Summary

This is an exciting time for Suffolk and Norfolk. Visit East of England (VEE) has been confirmed by VisitEngland as the official Local Visitor Economy Partnership (LVEP) for the area transforming the way in which we will work. The public sector has recently committed long-term increases in funding for the visitor economy and the area is well placed to take advantage of market trends, with outdoor activity a growing part of our lives, and culture and heritage of increasing appeal.

Beneath our big skies we have outstanding landscapes and unique natural assets including our wildlife and waterways; more than 130 miles of varied coastline; internationally significant heritage and history; and an excellent cultural and arts offer as strong as anywhere in the country. These assets attract approximately 88.7 million visitors a year who spend £5.7bn in the area and support 83,200 Full Time Job Equivalents (FTEs). We appeal to a broad range of markets and have the potential to increase our market share, both nationally and internationally.

This Destination Management Plan (DMP) provides a galvanising framework for Norfolk and Suffolk to move forward together, building on our collective and individual strengths. This plan focuses on the priorities and associated actions which will enable us to become a top-of-mind destination, supporting profitable and growing businesses and providing a sustainable and inclusive welcome for all underpinned by our Naturally brand.