Poor public transport holding back growth of East of England's visitor economy, report finds

Poor public transport connectivity is limiting growth in the East of England's visitor economy, with better transport links identified as a key factor in attracting more visitors, supporting businesses and addressing workforce shortages, according to a new study commissioned by Transport East.

image: Visit Essex

The Visitor Economy Study, produced by WSP and Blue Sail Consulting, concludes that weaknesses in public transport are restricting access to many of the region's coastal, rural and heritage destinations, despite the East of England generating around £4bn annually from tourism. Researchers found that infrequent services, limited evening and weekend public transport, poor integration between different modes of travel and difficulties reaching attractions without a car are constraining further growth in the sector.

The study found that while many visitors continue to travel by car, a lack of reliable public transport reduces travel options for people without access to private vehicles and makes it more difficult for tourism businesses to recruit staff. Seasonal workers and younger employees are particularly affected by limited early morning and late evening services, while visitors face challenges travelling between accommodation, attractions and transport hubs.

Transport East, the regional transport partnership representing local authorities, business groups and transport organisations across Norfolk, Suffolk and Essex commissioned the research to examine how transport improvements could strengthen the visitor economy while supporting wider regional economic development.

Researchers identified several measures that could improve accessibility, including better coordination between bus and rail services, expanded demand-responsive transport, improved walking and cycling connections, clearer travel information and transport services that better reflect seasonal visitor demand. The report also highlights the importance of improving links to ports, airports and railway stations to encourage more sustainable travel across the region.

According to the report, improving transport connectivity would not only benefit visitors but also strengthen local economies by increasing visitor spending, supporting employment and extending the tourism season. It suggests that more accessible transport could encourage visitors to explore a wider range of destinations across the region rather than concentrating on the most easily reached locations.

The findings are consistent with wider research on the relationship between transport and tourism. The OECD has previously concluded that accessible and well-integrated transport systems are fundamental to tourism development, improving destination competitiveness while generating wider economic benefits for local communities and businesses.

The publication comes as regional and national policymakers continue to examine how transport investment can support economic growth. While major infrastructure schemes often focus on commuting and freight, the Transport East report argues that the needs of the visitor economy should also be considered when planning future investment, particularly in rural and coastal areas where tourism plays a significant role in local employment.