Ashford sees tourism visitor numbers and economic impact bounce back

According to data published this week, Ashford’s tourism industry has demonstrated impressive recovery in 2023, with the latest tourism statistics showing a significant rebound post-pandemic, underscoring the resilience of the sector and its pivotal role in Ashford’s economy.

Highlights in numbers include:

• 5 million visiting the Ashford Borough in 2023 - 33% growth versus trips in 2021.
• Generating £304 million in revenue - a 53% rise versus 2021.
• Tourism supports 5,722 jobs across Ashford, representing 9% of total employment.
• 124,500 overseas trips made in 2023, exceeding pre-pandemic levels by 7%.
• 1 million day trips, a 32% increase compared to 2021.
• Day trip spending of £152 million, a 53% increase compared to 2021.

Cllr Heather Hayward, portfolio holder for tourism, culture, policy and performance, said: “We are delighted to see such positive results, showing we are seeing the numbers bounce back from a few years ago. We are committed to continuing to invest in this important sector and to fight for the return of Eurostar international rail services, which will help making travel from Europe easier.

“Our borough has so much to offer, whether it is a shopping trip to grab designer brands at the Designer Outlet or something unique from our independent stores in the town centre, a bite to eat at an award winning restaurant. You could have an outing to Tenterden or one of our picturesque villages and countryside, a tour of our wonderful vineyards or a trip on the Kent & East Sussex Railway, we really do have a lot to offer visitors.”

Recent projects delivered to support the borough’s tourism and hospitality businesses included:

• The UKSPF funded ‘On the Map’ Ashford & Tenterden Visitor Economy Programme comprising - a business support programme (1:1 business support for five businesses, plus series of workshops for all businesses), a digital campaign, press and influencer trips, digital advertising boards at Gatwick in August, various competitions (attracting over 12,000 entries) and our new Cheers! digital wine trail and a wine conference event at Chart Hills.
  
  
• In addition, over 20 businesses to date have also received Rural England Prosperity Fund grants – businesses range from vineyards, pubs, glamping accommodation, shops, food producers to breweries and tourist attractions.
  
  
• A number of businesses have recently helped to raise the profile of the borough from a visitor perspective including:
  
  Boys Hall (winning numerous awards including featuring in the Michelin Restaurant Guide Boys Hall – Ashford - a MICHELIN Guide Restaurant) and most recently
  Gusbourne being the only Vineyard in the UK  to be featured in the World’s Best Vineyards Top 50 2024 - World's Best Vineyards.

Local Visitor Economy Partnership (LVEP) Visit Kent commissioned the study which 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. 

The detailed report confirms that Ashford’s tourism industry has shown strong signs of recovery, as visitor numbers near pre-pandemic levels, with 4.5 million people choosing to visit Ashford in 2023. This demonstrates 33% growth versus trips in 2021. 

Not only has Ashford’s tourism industry rebounded in volume, but it has also made significant strides in value, generating £304 million in revenue, reaching 98% of 2019 levels and marking a 53% rise versus 2021. With such impressive recovery figures, the district's tourism sector is once again proving its vital role within the local economy.

Tourism also continues to boost local employment, supporting 5,722 jobs across Ashford, representing 9% of total employment within the district. These figures underscore the industry's importance not just as a driver of economic recovery but also as a cornerstone of local employment.

Inbound tourism has surged significantly, with 124,500 overseas trips made in 2023, exceeding pre-pandemic levels by 7%. This growth reflects the continued appeal to international visitors and the successful efforts to rebuild global connectivity.

Day trips to Ashford have also demonstrated particularly strong appeal, nearing 2019 levels with 4.1 million day trips, a 32% increase compared to 2021. Day trip spending also reached £152 million, a 53% increase compared to 2021, further highlighting the popularity of domestic travel and its contribution to the visitor economy.

Visit Kent Chief Executive, Deirdre Wells OBE, commented: "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 over 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 local 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.”