City council’s tourism strategy launches long-term district vision
Businesses from across the district have joined Winchester City Council for the launch of its new Winchester District Tourism Strategy.
The strategy, which has been developed by the city council’s Economy and Tourism team and approved by Cabinet, lays out a long-term vision for tourism across Winchester including support for local businesses, attracting new audiences, and increasing the value of the visitor economy whilst protecting the district’s unique environment and character.
Its clear roadmap for the development of tourism across the Winchester district includes a focus on sustainable growth, enhanced collaboration, and strengthening the area’s position as a leading cultural and heritage destination. It is also supported by the Hampshire Local Visitor Economy Partnership (LVEP) and the Tourism Alliance.
The official launch for the strategy took place at Marwell Zoo, and also marked the start of English Tourism Week 2026. In attendance were local tourism partners, industry leaders and stakeholders.
Delegates heard how the district’s tourism sector will work collectively to champion sustainable tourism, promote year-round experiences, and strengthen Winchester’s identity as a place for discovery, creativity and connection.
Councillor Lucille Thompson, Winchester City Council’s Cabinet Member for Business and Culture, said:
“The Winchester District Tourism Strategy sets out a clear and confident direction for our visitor economy. It reflects the strengths of our district - our heritage, our landscapes, our culture - and the shared ambition of the businesses and partners who help bring these experiences to life.
“The Winchester district’s visitor economy attracts over 7.8 million day visitors and 220,000 overnight visitors, generating over £292m and supporting over 5760 jobs, equivalent to 7% of employment.
“I’m proud to see such strong collaboration across the sector, and I’m confident that this new strategy will support sustainable growth, encourage innovation, and ensure our communities continue to benefit from a thriving visitor economy.”
Speakers at the launch included Winchester MP Dr Danny Chambers, who added:
“Winchester has an extraordinary story to tell - from world-class heritage and vibrant cultural experiences to outstanding natural landscapes. This strategy provides a strong, forward-looking framework to ensure that tourism continues to thrive and benefit local communities. I’m delighted to endorse it and to see such strong collaboration across the district.”
To find out more go to www.visitwinchester.co.uk