Small but mighty: How The Great Sussex Way put Chichester on the global tourism map

A small but agile destination marketing organisation is punching well above its weight after helping secure international recognition for Chichester as the UK’s only destination in Expedia’s Destinations of the Year for 2027.

In a David versus Goliath story for the tourism industry, The Great Sussex Way is celebrating a major international achievement after Chichester was named the UK’s only destination in Expedia’s Destinations of the Year for 2027.

For a small, micro-business-scale Destination Management Organisation (DMO), the recognition is a powerful endorsement of what can be achieved through agility, adaptability, digital expertise and a clear commitment to championing a place and the businesses that make it special.

Featured in Expedia’s annual Unpack ’27: The Trends in Travel report, Chichester and the surrounding West Sussex area have been identified as a destination to watch, with Expedia reporting a 30% year-on-year increase in searches for Chichester.

For The Great Sussex Way, this is about much more than a place on an international travel list. It demonstrates how a small, locally focused organisation can compete in an increasingly crowded global tourism marketplace, raising the profile of its destination alongside internationally recognised locations across the world.

David versus Goliath in the digital tourism landscape

Destination marketing is a competitive business. Major cities and regions benefit from substantial marketing budgets, extensive teams and significant resources to attract visitors. The Great Sussex Way operates on a much smaller scale, yet its ability to respond quickly to changing trends, understand digital behaviour and keep pace with the evolving world of online search is helping put Chichester firmly on the global map.

At the heart of its approach is the understanding that the way people discover destinations is changing. Search engine optimisation (SEO), relevant online content and a strong digital presence are essential to ensuring that places such as Chichester are visible when potential visitors begin planning their next trip.

By continually adapting its digital marketing, responding to search trends and ensuring that its content reflects what travellers are looking for, The Great Sussex Way is helping the destination compete for attention far beyond its immediate geographical area.

Expedia’s recognition is particularly significant because it reflects growing traveller interest, with the company’s Destinations of the Year selection based on increases in flight and accommodation searches. It provides a compelling example of how a small DMO can help a destination achieve international visibility through focused, responsive marketing.

A DMO with local importance and global ambition

The Great Sussex Way plays a vital role in promoting Chichester District and supporting its visitor economy. Proudly supported by Chichester District Council, it works to showcase the area's rich heritage, vibrant independent businesses, cultural attractions, countryside and coastline.

Its work is rooted in the local area, but its ambitions extend well beyond it. By connecting the destination with audiences who might not otherwise have considered visiting, the organisation helps create opportunities for the independent shops, pubs, restaurants, attractions and accommodation providers that form the backbone of the local visitor economy.

The organisation’s website, social media channels, newsletters and marketing campaigns have generated nearly 80,000 referrals to tourism businesses, attractions and hospitality venues across the district during the past year.

For a small, local organisation, this represents a significant contribution to the destination’s visibility and to the wider tourism economy. It also highlights the importance of having a dedicated organisation that understands the area, works closely with local businesses and can adapt its activity as visitor behaviour and digital marketing opportunities evolve.

Putting Chichester on the world stage

Chichester offers an impressive combination of heritage, culture, countryside and coast. Its magnificent cathedral, Roman history, independent shops, cafés, theatres and galleries sit within easy reach of the South Downs National Park, picturesque villages and the West Sussex coastline.

The challenge is ensuring that these experiences are discovered by the right audiences at the right time. In a digital-first travel market, even outstanding destinations can be overlooked if they are not visible where people search for inspiration.

The Great Sussex Way’s work helps bridge that gap, translating the area's distinctive appeal into engaging online content and campaigns that encourage people to explore, stay longer and discover more of the destination.

Expedia’s inclusion of Chichester alongside nine other destinations worldwide offers an opportunity to build on that work and reach new audiences in 2027. It also reinforces the value of sustained destination marketing, particularly for places whose appeal lies in the breadth of experiences they offer rather than a single headline attraction.

Danielle Dunfield, CEO of The Great Sussex Way, said:

“The Expedia report is a fantastic endorsement of the work we have been doing at The Great Sussex Way, raising the profile of this very special part of West Sussex and its stunning cathedral city, Chichester. More importantly, it shines a spotlight on the extraordinary mix of independent shops, pubs, restaurants, attractions and places to stay, run by the very people who give this area its distinctive character. We thank Chichester District Council for their ongoing support.”

Small organisation, significant impact

The recognition is a timely reminder that destination marketing is not simply about the size of a budget or the scale of an organisation. It is about understanding a place, recognising opportunities and being prepared to adapt.

For The Great Sussex Way, keeping on top of SEO, responding to online search behaviour and maintaining a consistent digital presence are central to ensuring Chichester remains visible in an increasingly competitive marketplace.

As a small organisation with a significant local remit, it demonstrates how a focused and adaptable DMO can punch above its weight, delivering visibility and opportunities that extend well beyond its size.

Expedia’s recognition is therefore not just a win for Chichester. It is a moment of recognition for the work taking place behind the scenes to champion the destination, support its businesses and ensure that this special corner of West Sussex receives the international attention it deserves.

In the David versus Goliath world of global tourism, The Great Sussex Way is showing that a small team with local knowledge, digital know-how and a clear sense of purpose can make a very big impact.

Visitors looking to discover Chichester and the surrounding area can find inspiration for things to see and do, places to stay, and where to eat and drink at www.thegreatsussexway.org.