White Cliffs of Dover

Research and Statistics

White Cliffs Country is here to help tourism, leisure and hospitality businesses across Dover District succeed – whether you are looking to start up, develop, diversify or grow, our strong business support network can support you in achieving your full potential.

Dover District Council’s commitment to supporting the recovery of the Tourism industry in White Cliffs Country following the effects of Covid-19 has been fortified by the findings of the 2019 Cambridge report.

Using the industry-respected Cambridge Economic Impact Model, the study measured the volume and value of tourism across Kent in 2019, and the impact of visits and visitor expenditure on the local economy. Dover District Council also commissioned research on behalf of the towns of Dover, Deal and Sandwich, in support of the district-wide report.

For further information and to download the reports, please click the link below.

 

  • Visitor Survey

    A visitor survey for Dover, Deal and Sandwich was undertaken in 2018. Involving face-to-face interviews with a random number of visitors, the surveys gathered information on the origin, profile and behaviour of visitors to the district. Below is a sample of the findings for each town:

    Dover

    Visitor Profile

    • Of the total 901 visitors interviewed in Dover, 77% (695) were from the UK and 23% (206) were from overseas. Two thirds (65%) of UK respondents were from the South East.
    • Visitors were spread across the age groups – 22% of all visitors were children and 43% were over the age of 45 years.

    Trip Characteristics

    • One third (35%) were visiting Dover for the first time, with the repeat visitor market accounting for two thirds of all visitors to Dover.
    • Over half (59%) of all visitors were ‘day visitors from home’. Almost half of all day visitors stayed in Dover all day and a further 43% stayed for half a day.

    Accommodation

    • Most visitors staying in Dover stayed in hotels (34%), the homes of friends or relatives (18%) and touring caravan and camping sites (17%).
    • Hotels (26%) and self-catering accommodation (23%) were the main choices of accommodation for overnight visitors staying elsewhere.

    Transport

    • The car was the most common mode of transport used by visitors to reach Dover, chosen by 66% of respondents.
    • Almost two thirds of car drivers (62%) used the town’s car parks and most (95%) found parking in the town centre ‘easy’ or ‘very easy’.

    Other

    • The best things about Dover according to visitors were the top attractions (Dover Castle, White Cliffs) as well as history, heritage and the local museums. The seafront and the beach, ferries and links to France are also perceived as key assets of the town.
    • The 10% of visitors to Dover who used the VIC were asked to rate the levels of satisfaction with the service received. The VIC scores particularly well on the quality of information provided, with positive scores (good or very good) of 92%.
    • History and heritage achieved the highest score (4.5 out of 5), followed by finding your way round (4.43) and the selection of maps (4.27). The scores for shopping (2.71), general atmosphere (3.81) and feeling welcome (3.91.

    Deal

    Visitor Profile

    • Visitors were spread across the age groups – 17% of all visitors were children and 54% were over the age of 45 years.
    • Three in five respondents (61%) were from the South East and two in five (41%) were from Kent.

    Trip Characteristics

    • One quarter (26%) were visiting Deal for the first time, with the repeat visitor market accounting for 74% of respondents. Half (50%) of all visitors were ‘day visitors from home’.
    • Of these, half stayed in Deal for half a day and a further 37% stayed for the whole day.
    • Most respondents (88%) were visiting for leisure or a holiday and 9% to see friends or relatives.

    Accommodation

    • Most visitors staying in Deal stayed at the homes of friends or relatives (40%) and self-catering establishments (21%)
    • Touring caravans and camping (23%) and self-catering accommodation (22%) were the main choices for those staying elsewhere.
    • Most overnight visitors staying in paid accommodation rated the level of service received as ‘very good’ (61%) or ‘good’ (31%). Over half (55%) thought the accommodation used represented ‘very good’ value for money.

    Transport

    • Most car drivers (87%) used the town’s car parks. Of these, three quarters (77%) found parking in the town centre car parks to be ‘very easy (40%) or ‘easy (37%).
    • The car was the most common mode of transport used by visitors to reach Deal, chosen by 82% of respondents.

    Other

    • The average overall expenditure among staying visitors to Deal (per person per 24 hours) on accommodation, eating out, shopping, entertainment and travel and transport was £49.90.
    • The best things about Deal according to visitors were the sea front, the beach, the Pier and generally being by the seaside. Deal is perceived as offering a friendly and relaxing atmosphere.
    • Visitors were generally very satisfied with the quality of the most popular attractions. On average, over 90% of respondents felt that the top attractions in Deal were ‘good’ or ‘very good’.
    • The history and heritage offer achieved the highest score (4.75 out of 5), followed by the feeling of welcome (4.74) and the range of places to eat and drink (4.72).
    • In terms of overall enjoyment of visit, 51% of visitors to Deal rated their enjoyment as ‘very high’ and a further 42% rated it as ‘high’.

    Sandwich

    Visitor Profile

    • There was a particularly high proportion of visitors aged 45 and over, accounting for almost three quarters (71%) of the total population.
    • More than three quarters of the respondents (79%) were from the South East and over half (57%) were from Kent.

    Trip Characteristics

    • Just under one quarter (22%) were visiting Sandwich for the first time, with the repeat visitor market accounting for 78% of respondents.
    • Three quarters (74%) of all visitors were ‘day visitors from home’. Of these, over half (57%) stayed in Sandwich for half a day and a further 28% stayed for the whole day.
    • On average, visitors staying overnight spent 5.7 nights away from home. Looking at visitors that stayed overnight in Sandwich itself, their average trip duration was 6 nights.

    Accommodation

    • Most visitors staying in Sandwich stayed in self-catering accommodation (28%) or with friends or relatives (21%). The homes of friends or relatives (32%) and touring caravans and camping (26%) were the main choices for those staying elsewhere.
    • The majority of overnight visitors staying in paid accommodation rated the level of service received as ‘very good’ (69%) or ‘good’ (24%).

    Transport

    • The car was the most common mode of transport used by visitors to reach Sandwich, chosen by 82% of respondents.
    • Most car drivers (90%) used the town’s car parks. Of these, the vast majority (93%) found parking in the town centre ‘very easy (71%) or ‘easy (22%).

    Other

    • Half of all visitors (50%) were aware of the Guildhall Museum and a quarter (26%) had either visited or were planning to visit during their trip
    • Visitors were generally very satisfied with the quality of the most popular attractions. On average, over 90% of respondents felt that the top attractions in Sandwich were ‘good’ or ‘very good’.
    • The best things about Sandwich according to visitors were the historic aspect of the town, the heritage and the medieval feel, and in particular old buildings, churches and architecture.
    • In terms of the overall enjoyment of visit, 73% of visitors to Sandwich rated their enjoyment as ‘very high’ and a further 23% rated it as ‘high’.

    Download a full copy of the visitor surveys via the links below:

  •  Economic Impact of Tourism (Cambridge Model Report)

    The Cambridge Economic Impact Model is an industry respected tool for measuring the economic impact of tourism in Dover District. Knowing the volume and value of tourism is an essential part of developing policies for managing tourism.

    In 2019 Destination Research, commissioned by Dover District Council via Visit Kent, carried out the Cambridge Model Reports. The reports give the economic impact of tourism to and within Dover District and relates to the estimated value and volume of tourism to the area during a single year.

    Below are the key headline figures for 2019:

     

    White Cliffs Country (Dover District)

    Headline Figures:

    Economic Impact of Tourism- Year on year comparison White Cliffs Country (District)

    Day Trips 2017 2019 Annual Variation
    Day Trips Volume 4,170,00 4,265,00 2.3%
    Day Trips Value £126,994,000 £141,089,000 11.1%
    Overnight Trips      
    Number of Trips 422,000 424,000 0.5%
    Number of Nights 1,439,000 1,393,000 -3.2%
    Trip Value £88,827,000 £86,702,000 -2.4%
           
    Total Value £281,968,200 £302,490,000 7.3%
    Actual Jobs 5,796 6,071 4.7%

     

    Dover

    Headline Figures:

    Economic Impact of Tourism- Year on year comparison, Dover Town

    Day Trips 2017 2019 Annual Variation
    Day Trips Volume 1,575,000 1,612,000 2.3%
    Day Trips Value £46,632,000 £51,924,300 11.6%
    Overnight Trips      
    Number of Trips 168,00 168,00 0.5%
    Number of Nights 616,00 601,00 -2.4%
    Trip Value £33,980,00 £33,604,400 -1.1%
           
    Total Value £111,716,300 £117,432,250 5.1%
    Actual Jobs 2,347 2,476 5.5%

     

    Deal

    Headline Figures:

    Economic Impact of Tourism- Year on year comparison, Deal Town

    Day Trips 2017 2019 Annual Variation
    Day Trips Volume 1,505,000 1,541,000 2.4%
    Day Trips Value £39,677,000 £44,180,100 11.3%
    Overnight Trips      
    Number of Trips 72,000 72,000 0.0%
    Number of Nights 325,000 311,900 -4.0%
    Trip Value £16,057,000 £15,579,500 -3.0%
           
    Total Value £76,945,500 £81,155,250 5.5%
    Actual Jobs 1,592 1,661 4.3%

     

    Sandwich

    Headline Figures:

    Economic Impact of Tourism- Year on year comparison, Sandwich Town

    Day Trips 2017 2019 Annual Variation
    Day Trips Volume 272,000 278,900 2.5%
    Day Trips Value £8,196,000 £9,125,600 11.3%
    Overnight Trips      
    Number of Trips 20,000 20,900 4.5%
    Number of Nights 88,000 95,700 8.7%
    Trip Value £4,561,000 £4,605,700 1.0%
           
    Total Value £17,538,700 £18,363,550 4.7%
    Actual Jobs 366 371 1.3%


    Download a full copy of the reports for the district and each town via the links below:

     

    Kent (County)

    Headline Figures:

    Economic Impact of Tourism- Year on year comparison Kent (County)

    Day Trips 2017 2019 Annual Variation
    Day Trips Volume 60,100,000 61,660,000 2.6%
    Day Trips Value £2,036,732,000 £2,249,146,000 10.4%
    Overnight Trips      
    Number of Trips 4,870,000 4,862,000 -0.2%
    Number of Nights 17,881,000 17,156,000 -4.1%
    Trip Value £928,856,000 £899,379,000 -3.2%
           
    Total Value £3,864,927,000 £4,148,318,200 7.3%
    Actual Jobs 76,852 81,458 6.0%

     

    Download a full copy of the Kent report via the link below:

  • Useful External Research & Documents

    Visit Kent Business 

    Tourism South East: Resource Hub 

    National Coastal Tourism Academy: Resource Hub 

    Visit Britain: Business Advice Hub