Somerset, Exmoor – 2 May 2025. Somerset and Exmoor have achieved official VisitEngland Local Visitor Economy Partnership (LVEP) status, recognising the region’s long-term commitment to strategic tourism development and economic growth.
The new LVEP brings together Somerset Council, Exmoor National Park Authority, Visit Exmoor, and Visit Somerset, further strengthening this collaborative partnership and formally recognising it as the unified strategic body for tourism across the council area of Somerset and the part of Exmoor within Somerset. The status will support this collaboration of organisations to focus on the prosperity and growth of Somerset and Exmoor’s local visitor economy.
Somerset Council will take on the formal role of Accountable Body for the LVEP, while Emma Thomasson, CEO of Visit Exmoor, will act as the Strategic Contact Point with VisitEngland.
Tourism is a critical driver of Somerset and Exmoor’s economy, bringing over £1.1billion of spend annually to the area and supporting over 20,000 jobs. In some rural areas, like Exmoor, the visitor economy is the predominant industry, responsible for over 2/3rds of employment. Across Somerset, tourism plays a key role in sustaining local businesses, creating jobs, supporting communities, and driving economic prosperity.
The LVEP programme, managed by VisitEngland, recognises high performing, strategically led tourism organisations that play a pivotal role in shaping England’s visitor economy. By joining this national network, Somerset and Exmoor will strengthen their position within the Great Southwest Tourism Partnership and continue collaborative work with LVEPs in Cornwall, Devon (including North Devon’s Exmoor region), and Visit West.
The newly formed LVEP is already establishing an advisory board that will include key industry figures, sector representatives, and ambassadors from across Somerset and Exmoor. This group will provide strategic leadership, ensuring the visitor economy continues to grow, benefiting businesses, communities, and visitors alike. The visitor economy represents hardworking people across the area, from micro-businesses to larger enterprises, all striving to deliver a unique visitor experience.
For further information, contact: SomersetExmoorLVEP@visit-exmoor.co.uk
https://www.visit-exmoor.co.uk/somerset-and-exmoor-lvep
Andrew Stokes, Director of VisitEngland, said: The Local Visitor Economy Partnerships (LVEP) programme is transforming the visitor economy landscape in England, supporting its growth in a more inclusive, accessible and sustainable way and I am delighted to welcome Somerset and Exmoor LVEP. Working together, the LVEPs are simplifying our tourism landscape, ensuring England continues to be a compelling destination for both domestic and international visitors. As Somerset and Exmoor is established as an LVEP, VisitEngland will provide ongoing support including a dedicated regional lead.
Mike Rigby, Somerset Council, said: We welcome this news and the recognition it brings, both in terms of the strength of our partnership working, and of Somerset and Exmoor as a destination of choice for tourism. We know that putting Somerset even more firmly on the map as a destination on the national and global stage will support and grow our existing economy and boost prosperity.
Dan James, Enterprise & Communications Manager, Exmoor National Park Authority, said: We welcome this opportunity to build on decades of collaboration across Exmoor and Somerset to not only support our visitor economy, but to do so in a way that supports Exmoor’s status as a National Park. National Parks are designated to look after our finest landscapes and to encourage public understanding and enjoyment. So we are especially pleased that the new LVEP priorities include a focus on accessibility and sustainability
Emma Thomasson, CEO of Visit Exmoor, said: Somerset and Exmoor offer a world-class blend of coast, countryside, heritage, and hospitality, making it one of England’s most diverse visitor destinations. Achieving LVEP status is a powerful endorsement of our ability to work collaboratively to continue to drive economic success, create high-quality visitor experiences, and support thriving local communities. In rural areas like Exmoor, where two-thirds of employment relies on tourism, this recognition strengthens our ability to champion local businesses, drive sustainable growth, and ensure our visitor economy continues to thrive for the benefit of all
Giles Adams, Chair of Visit Somerset, said: The opportunities that this powerful new structure will afford are significant. We are looking forward to collaborating intensively to further develop Somerset’s vibrant visitor economy, delivering growth, positive outcomes and quality experiences for visitors and our communities. We have a world-class tourism offer, envied by many, and this is a tremendous endorsement of our collective attributes and plans by VisitEngland.
