Documents
Opening up the East of England: Transport access to tourism and leisure: Report looking at the relationship between transport and the region's visitor economy.
Opening up the East of England: Transport access to tourism and leisure: Executive Summary
From the vibrant coast to historic market towns, the East’s visitor economy thrives when journeys are well connected
Transport East is working to better understand how transport shapes the visitor economy across the region. The tourism sector is diverse and significant - ranging from coastal resorts and rural landscapes to historic towns and urban attractions - supporting millions of trips, thousands of jobs and produces billions in visitor spend each year.
Supported by WSP, this study provides an evidence base to inform future transport planning, helping to improve connectivity, enhance the visitor experience and support jobs and growth in local communities across the region.
The study brings together data analysis and stakeholder insight to explore how transport and better connectivity can support the vital part of the economy.
Why we did the study
The visitor economy is a cruical part of the Transport East region, supporting over 12,000 businesses and thousands of jobs. However, transport challenges - particularly in rural and coastal areas - can limit the sector’s full potential.
This study was commissioned to:
- Identify the key transport barriers affecting visitors, businesses and employees
- Understand how transport influences economic growth, sustainability and accessibility
- Explore how better connectivity can support year-round tourism and reduce pressure during peak periods
- Provide evidence to inform future investment and policy decisions
It also responds to wider trends, including changing visitor expectations, the need for more sustainable travel options, and increasing pressure on infrastructure from seasonal demand.
How we undertook this work
The study combined robust data analysis with extensive stakeholder engagement to build a comprehensive picture of the current landscape.
1. Desktop research and data analysis
We reviewed national and regional tourism data, economic impact assessments, and existing strategies. This included analysis of visitor behaviour, spend, employment and seasonal trends.
2. Stakeholder engagement
We worked closely with organisations across the visitor economy and transport sectors through:
- An online survey
- A cross-sector workshop exploring challenges and opportunities
- In-depth interviews with leaders from the East’s tourism sector
3. Strategy and policy review
We examined relevant Destination Management Plans and wider policy frameworks to understand current priorities around growth, sustainability and accessibility.
This combined approach ensured the findings reflect both data-driven insights and real-world experiences.
Identified Challenges
- Limited public transport options in rural and coastal areas, particularly for “first and last mile” journeys
- Misalignment with business operating hours, making it difficult for staff and visitors to travel early mornings, evenings and weekends
Poor integration between services, leading to unattractive and fragmented journey options - High reliance on private cars, contributing to congestion, parking pressure and environmental impacts
- Accessibility barriers, affecting disabled users and those with additional needs
These challenges have wide-reaching effects include reducing visitor satisfaction, difficulties when recruiting and retaining staff and increased congestion and pressure on local communities.
Recommendations
The research also identifies where targeted interventions could make a difference, including:
- Better aligned transport services for visitor and workforce needs
- More integrated, multi-modal transport networks
- Improved information, wayfinding and digital tools
- Targeted infrastructure improvements to increase resilience
Next steps
The study provides strong evidence to improve connectivity with the visitor economy. The next phase will focus on how, as a partnership, these insights become practical interventions.
Key priorities include:
- Working with partners to develop and test targeted transport solutions
- Exploring opportunities for more integrated and flexible transport services
- Supporting low-carbon and sustainable travel options
- Improving accessibility and inclusivity across the network
- Strengthening collaboration between transport providers and the visitor economy
Documents
Opening up the East of England: Transport access to tourism and leisure: Report looking at the relationship between transport and the region's visitor economy.
Opening up the East of England: Transport access to tourism and leisure: Executive Summary