OPINION: New tourism partnership for Suffolk and Norfolk

Tourism is a cornerstone of Suffolk's economy, generating around £2 billion annually. The region’s coast, countryside, and heritage draw a significant number of visitors each year, supporting tens of thousands of jobs in hospitality, retail, transportation, and culture. As Suffolk County Council’s cabinet member for economic development, I am committed to ensuring our visitor economy continues to thrive and innovate.

A key step in this direction is the new joint Local Visitor Economy Partnership (LVEP) for Suffolk and Norfolk, which Suffolk Public Sector Leaders (SPSL) group formally agreed to fund on Friday. This partnership emerged following a successful application by Visit East of England (VEE), supported by Suffolk and Norfolk County Councils.

To support its application, VEE also received many letters of support from stakeholders, including Lord Leicester of Holkham Hall, the Broads Authority, Stansted Airport, Norwich International Airport, Greater Anglia, National Trust East, English Heritage, Transport East, the VENI Skills Group, the Norfolk and Suffolk Tourist Attractions group, Great Yarmouth Tourism and Business Improvement Area, Bury St Edmunds BID, Discover Newmarket, other local authorities and businesses such as the English Distillery and the Maids Head Hotel Norwich.

Suffolk and Norfolk now join 33 existing LVEPs across the UK, including regions like Cornwall, Cumbria and the Peak District, and major cities like London and Manchester. The programme creates the conditions for LVEPs to collaborate on shared priorities and targets locally, regionally and nationally. It also provides access to support and guidance from VisitEngland, grant funding opportunities and participation in international marketing campaigns.

By investing in this partnership, SPSL has recognised the great potential of our tourism industry. Suffolk has so much to offer, and, while it would be impossible to mention everything in this brief space, I would like to consider a few examples.

First, there is Suffolk’s diverse natural landscape, which is a significant asset to our tourism industry. The county's coastline, rural countryside and nature reserves, including the Suffolk & Essex Coast & Heaths National Landscape, create many opportunities for outdoor activities and attract hikers, birdwatchers and many other nature enthusiasts. One of the core objectives of the LVEP programme is to promote sustainable tourism practices, and protecting and enhancing our environment will continue to be a priority.

Second, there is our food and drink offer. Suffolk’s reputation as ‘the foodie county’ is well-deserved. We have some excellent places to eat and drink, from cafés, bakeries and pubs to award-winning and Michelin-starred restaurants. Renowned establishments like The Swan at Lavenham and The Angel in Bury St Edmunds provide high-quality dining experiences and are destinations in their own right. This is not only good for tourism. Our focus on locally-sourced produce and farm-to-table dining also supports Suffolk’s farmers and producers.

Our rich cultural heritage and vibrant arts scene are also major draws for tourists. Iconic sites such as Framlingham Castle, Sutton Hoo and Lavenham’s Guildhall offer visitors a glimpse into England’s storied past. Visitors can immerse themselves in the 400-year history of horse racing and training in Newmarket – home to more than 3,000 horses and two racecourses. The annual Aldeburgh Festival, founded by composer Benjamin Britten, attracts international audiences with a passion for classical music, while Latitude Festival in Henham Park draws tens of thousands of visitors each year with its eclectic mix of music, theatre and literature.

Finally, the recent promotion of Ipswich Town Football Club to the Premier League presents a tremendous tourism opportunity, benefiting Ipswich and the broader Suffolk economy. Collaborating with the club to maximize this potential will be crucial.

Despite these strengths, some challenges remain. The rising cost of living has reduced customer spending, and construction works for Sizewell C will cause some disruption. The continued success of Suffolk’s tourism sector will rely on our ability to innovate and adapt to changing circumstances. Collaboration through strategic partnerships and initiatives like the LVEP will help us to mitigate these challenges, ensuring the region remains competitive in the tourism sector and achieves positive outcomes for visitors, businesses and communities.

Suffolk is already an excellent visitor destination, and we can be justifiably proud of our county. I believe that the opportunities presented by this new partnership promise a thriving tourism industry that will continue to benefit the local economy for years to come.