Senior industry leaders, local authorities, cultural organisations and regional businesses have called for a bold, unified strategy to unlock the full potential of Southeast England’s visitor economy, following a Parliamentary roundtable held during English Tourism Week.
The session, convened by the APPG for the Southeast in partnership with the Gatwick Diamond Growth Gateway and Silverstone Communications highlighted the region’s unique strengths – world-class natural assets, internationally recognised destinations, and major global connectivity through Gatwick Airport – while identifying the structural barriers that continue to limit growth.
“Tourism plays a significant role in the regional economy, supporting approximately 270,000 jobs across the Southeast,” observed Mims Davies MP (Co-Chair of the APPG). The sector also contributes over £52 million in tax revenue annually, with international visitors accounting for 19% of all spending — representing a significant opportunity for expansion as global travel rebounds.
Gatwick Identified as a Strategic Growth Engine
Participants emphasised the critical role of London Gatwick as an international gateway capable of driving substantial inbound tourism. Passenger numbers are projected to rise from 5.5 million to 9 million by 2038, strengthening the wider Gatwick Economic Zone.
The roundtable highlighted recent collaborative marketing campaigns—such as those targeting Nordic markets – as evidence of how coordinated promotion can elevate the region’s global profile.
Devolution Presents a Major Opportunity for Coherent Leadership
With English Devolution progressing, attendees stressed the need for clear governance structures to support a regional tourism strategy. A future mayoral authority could provide the strategic leadership required to coordinate activity across the Southeast.
Key priorities identified include:
- Strengthening Local Visitor Economy Partnerships (LVEPs)
- Enhancing collaboration across the Gatwick Economic Zone
- Developing deliverable, investment-ready projects
The report states that “A future mayoral authority could provide the opportunity to create a single, coherent organisation to guide tourism policy.”
Transport Connectivity Remains the Region’s Biggest Barrier
Despite strong North–South links into London, East–West connectivity across the Southeast remains limited, restricting visitor movement and suppressing economic potential.
Improving infrastructure was described as essential to unlocking growth. Community rail partnerships were cited as successful examples of local initiatives enhancing the visitor experience and promoting destinations.
AI and Technology Set to Transform Visitor Behaviour
Participants also discussed the rapid rise of AI-driven travel planning, with the sector expected to become a billion-pound industry by 2030. National tourism bodies are exploring how AI can support businesses through improved access to timely data and smarter destination marketing.
A Region Ready for High-Value Tourism Growth
The roundtable concluded that the Southeast is exceptionally well positioned to become a leading hub for high-value tourism in the UK. As the report states, “With world-class natural assets, cultural heritage, and international connectivity through Gatwick, the region is well positioned to support national economic growth.”
Stakeholders agreed that unlocking this potential will require coordinated leadership, improved connectivity, and sustained collaboration across the tourism ecosystem.