New study published to support business growth and visitor economy development in Horsham District

Horsham District Council has launched the study, providing local businesses, investors, accommodation providers and visitor economy organisations with the most up-to-date strategic assessment of visitor accommodation demand, trends and opportunities across the district.

The study replaces the previous strategic accommodation assessment which was published in 2017 and provides a new evidence base to guide future business planning, investment and policy development.

Enterprising Horsham has published this comprehensive technical report alongside a business summary designed to make the findings easier for businesses to access and use. The documents are now available to access via a dedicated visitor economy section of the Horsham District Council website.

Horsham District’s visitor economy currently generates more than £253 million annually, supports over 4,500 jobs and attracts almost 3.8 million daytrips. However, the study highlights comparatively low levels of overnight stays in the district and outlines significant opportunities for businesses to develop products and experiences that encourage visitors to stay longer and spend more locally.

The findings identify growing demand for activities like nature-based tourism, wellbeing retreats, walking and cycling breaks, quality food and drink experiences, as well as interest in sustainable tourism and unique accommodation offers. The research concludes that future growth is likely to come through higher-value, experience-led tourism rather than simply increasing visitor numbers.

Councillor Jonathan Taylor, Horsham District Council Cabinet Member for Enterprise and Property, said: “This new Accommodation Study provides an invaluable source of business intelligence for accommodation providers, hospitality businesses, attractions, landowners, investors and visitor economy businesses across Horsham District.

“The report gives us our first comprehensive update since the council's 2017 Visitor Economy Strategy and provides a clear picture of how visitor behaviour, accommodation markets and tourism trends have evolved over the past decade.

“Importantly, the study helps businesses identify practical opportunities for growth, investment and diversification. It reinforces the strength of Horsham District's visitor economy and highlights the opportunities to increase overnight stays, create new visitor experiences and support sustainable economic growth across the district.

“By making the full report freely available online we hope businesses of all sizes can use this evidence to inform their future planning and investment decisions.”

A spokesperson from visitor economy development programme Experience Sussex said: “We welcome the publication of the Horsham District Accommodation Study and the valuable insight it provides into one of Sussex’s distinctive visitor destinations.

“The findings align strongly with the Sussex and Brighton Visitor Economy Strategy for Growth and reinforce the opportunities for experience-led tourism across the county.

“We look forward to continuing to work with Horsham District Council and businesses across the district to help maximise the opportunities identified through this research and strengthen Horsham’s contribution to the wider Sussex visitor economy.”

The owners of Sumners Ponds Fishery & Campsite at Barns Green added: “The findings of this study resonate strongly with the direction we have already been taking at Sumners Ponds.

“Visitors increasingly want much more than just somewhere to stay. They are looking for memorable experiences, nature, wellbeing, food and drink, outdoor activities and opportunities to connect with the local area. The study clearly demonstrates the growing importance of exactly those trends.”

The Accommodation Study supports a wide variety of sectors, including hotels, guest houses, self-catering operators, campsites, glamping businesses, restaurants, pubs, attractions, activity providers, event venues, developers, rural enterprises and investors.