� IN FOCUS l EAST OF ENGLAND


Brexit T bonus


ourism bosses in Norfolk and Suffolk are confident about continued growth, thanks to


millions being spent on upgrading accommodation and attractions. Norfolk saw visitor numbers


increase in 2016 and Visit East Anglia said anecdotal evidence for 2017 suggested that international numbers are rising. “The visitor economy benefited


from Brexit, certainly in the short term, with falls in the value of sterling encouraging more staycations and more overseas visitors,” said Pete Waters, manager of Visit Norfolk and executive director of Visit East Anglia. Norfolk’s visitor economy grew


by 3.2% year-on-year in 2016, taking its overall value to a record £3.15 billion. “Since 2012, the visitor economy


has grown by 6% in Suffolk and 14% in Norfolk,” Waters added.


� INVESTMENT The figures come at a time of unparalleled investment in tourism and hospitality businesses across the region. “There is no doubt that the


private sector improving our visitor offering has made a huge difference,” said Waters. Simon Altham, managing


director of revenue at Wyndham Vacations Rentals UK, parent of Lowestoft-based Hoseasons, said: “Norfolk has always proved popular with domestic holidaymakers, but the kind of growth we’ve seen in bookings over the last few years hasn’t happened by accident. “Property owners we work with who’ve invested in their accommodation and facilities in


Norfolk and Suffolk’s tourism industry is reaping the benefits of investment – as well as a boost following the Brexit referendum. Samantha Mayling reports


18 TravelGBI | October 2017


The visitor economy benefited from Brexit, with falls in sterling encouraging staycations and overseas visitors


recent years are the ones who are seeing the greatest returns.” More American visitors are


expected too, thanks to the ‘Friendly Invasion’ initiative, marking the contribution of 350,000 US servicemen stationed in East Anglia during the Second World War (see story opposite). A team from the initiative – a


collaboration between Visit Norfolk, Visit Suffolk and Visit Norwich, and led by Visit East Anglia – took part in VisitBritain’s Destination Britain North American conference in Los Angeles last month.


� BEYOND SUMMER The growth in Norfolk is reflected in Suffolk, which aims to attract visitors beyond the summer season. Suffolk Coastal and Waveney


district councils are highlighting activities such as boating on the Broads or visiting the beach and pier at Southwold. Figures from Ipswich Borough


Council show that 3.5 million trips to Suffolk’s county town were made in 2016, almost 340,000 of them involving hotels and other accommodation. Visitors spent £182 million in


shops, restaurants, bars and hotels – and indirect spending reached almost £250 million. David Ellesmere, council leader, said: “Ipswich enjoys many advantages, with more and more people using us a base to explore the historic town and surrounding countryside. We have a thriving entertainment and leisure scene and a bustling town centre, beautiful parks, three museums and a stunning waterfront. “There is a demand for more


Main: The village of Lavenham in Suffolk, noted for half-timbered medieval cottages. (Inset) The coastal town of Aldeburgh.


holiday accommodation and we have approved plans for a new hotel close to the railway station.” visiteastofengland.com visitnorfolk.co.uk visitsuffolk.com


travelgbi.com


©VisitBritain/Rod Edward/Choose Suffolk ©VisitBritain/Britain on View


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