New report shows tourism in Dacorum is thriving

According to a new report, tourism in Dacorum is thriving again, with record recovery in both overnight stays and economic impact.

The borough has re-emerged as a top choice for overnight stays, with the latest tourism statistics showing a significant rebound post-pandemic, underscoring the area’s appeal as a must-visit destination, due to the variety of attractions on offer.

Local Visitor Economy Partnership (LVEP) Visit Herts 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 Dacorum’s tourism industry is nearing pre-pandemic levels, with 275,100 overnight stays recorded in 2023. This demonstrates 39 per cent growth compared to stays in 2021.

Visit Herts also reports strong gains in total visitor numbers, with 3.4 million people choosing to visit Dacorum in 2023, representing a 23 per cent increase compared to 2021.

Tourism also continues to boost local employment, supporting 4,968 jobs across Dacorum, representing four per cent of total employment in the borough. This growth reflects the key role of tourism in Dacorum’s economic health and its strong recovery.

Cllr Adrian England, Leader of the Council and our Portfolio Holder for Place, said: “Tourism is a significant component of the Dacorum and Hertfordshire economy, with an array of attractions and a wealth of places to stay, eat and drink across the borough. Whilst we residents know that Dacorum is a must-visit destination, I am delighted that this is recognised in the report, with statistics showing that we are a top choice in the county for domestic overnight stays, trips and spend.

"I am also encouraged by the resilience that the tourism industry in the borough has shown since the last report. Despite the well-documented economic challenges that continue to beset businesses, to have attained such significant recovery over the last two years and to be closing in on pre-pandemic levels is a notable achievement. We look forward to continuing our work with businesses and partners to maintain this upward growth trend for tourism in the borough."

Visit Herts Chief Executive, Deirdre Wells OBE, said: "Hertfordshire's resurgence as a top destination for overnight stays is a testament to its unique charm, rich history, and beautiful countryside that resonates with visitors seeking both relaxation and discovery. These strong recovery figures affirm the vital role tourism plays in our local economy, not only in driving visitor spending but in sustaining thousands of jobs."

The full Dacorum Economic Impact Study 2023 report is available on the Visit Herts website.

For more information about Dacorum's visitor attractions, visit www.enjoydacorum.co.uk.