Forest of Dean & Wye Valley Tourism's Marketing Manager Paul Williamson is sharing with FEP his expert insight on the value of the industry to the Forest of Dean.
Tourism isn’t just about ticking off attractions or booking a weekend away - it’s a vital thread in the Forest of Dean and Wye Valley’s economic and community fabric. From the buzz of bustling cafés and local markets to the relaxing birdsong on a walk in the forest, the visitor economy here doesn’t just support holidays - it sustains livelihoods, shapes local identity, and showcases what makes this region unlike anywhere else in the UK.
A growing force with real impact
In 2023, tourism brought over £407 million into the local economy - a staggering figure that reflects both the Forest’s growing popularity and the richness of experiences on offer. More than 5.8 million visits were recorded, with over £217 million spent on day trips alone. From thrill seeking activities to beautiful places to say and relaxation in the peaceful landscape, it’s clear that what we offer here resonates deeply with visitors.
This isn’t just feel-good news, it translates into real jobs, with nearly 7,000 people (5,000+ FTEs) supported by tourism activity. That’s around 6% of total employment in the Forest of Dean alone - an essential pillar of our rural economy.
Why people come (and keep coming back)
The top reasons people visit the Forest of Dean and Wye Valley? Simple: there’s so much to do! From iconic film locations like Puzzlewood to hands-on family adventures, wild swimming spots, dark sky stargazing, UK leading cycling trails, and beautiful village pubs, this is a place that welcomes all ages and interests.
In fact, over half of all tourism spend comes from day visitors, demonstrating just how accessible and inviting the area is - perfect for a day trip visit and well worth travelling to.
And while we celebrate standout destinations, what really sets the region apart is the diversity and depth of the offer. You can hike in the morning, kayak by lunch, visit a vineyard by afternoon, and watch bats in ancient woodland by nightfall. Few places in Britain offer this blend of natural wonder, heritage, food and drink, and local warmth in one visit.
Behind the scenes: supporting local success
The Forest of Dean and Wye Valley Tourism DMO (destination management organisation) plays a dual role - not only inspiring visitors to come, but also championing the businesses that make the experience so special. We provide hands-on marketing support, training, and collaborative campaigns to help local businesses thrive and stay visible in a competitive national landscape.
Tourism here is a shared endeavour. Every pub lunch, B&B stay, or gift shop purchase feeds into a much bigger story, one of sustainable rural development, community pride, and future growth.
A region with unmatched potential
We often say the Forest of Dean and Wye Valley is unmatched, and it’s not just local pride talking. With a tourism economy that spans two countries, three counties and countless experiences, this region punches well above its weight. Whether you're a visitor discovering it for the first time, a returning guest, or a local business building your future here, the impact of tourism is something we all share in - and shape together.
Find out more about the Forest of Dean & Wye Valley Tourism team and explore how your business can tap into it's tourism potential here.