A new study has identified transport challenges that are restricting growth of the region’s important visitor economy and sets out recommendations for transport improvements that can drive economic growth and provide better travel options for visitors and employees.
In 2024, the East attracted 70 million tourism trips, generating a visitor spend of over £4 billion across more than 12,000 businesses, supporting 158,000 employees. Despite this scale, the study – compiled of data and direct engagement with the sector – found that transport challenges are limiting the sector’s full potential and restricting the communities that feel the benefit of visitor income.
This is particularly true in rural and coastal areas, which account for just under half of all visitor trips.
Key challenges identified
The research highlights several recurring barriers facing visitors, businesses and employees across the region:
Limited bus and rail transport options in rural and coastal areas.
Public transport services are not aligned with business operating hours, making it difficult for staff and visitors to travel early mornings, evenings and weekends.
Poor integration between transport modes, leading to fragmented and unattractive journey options.
A high reliance on private cars, contributing to congestion, parking pressure and environmental impacts.
Accessibility barriers affecting disabled people and those with additional needs.
These challenges have wide-reaching effects, including reduced visitor satisfaction, difficulties in recruiting and retaining staff, and increased pressure on local communities and infrastructure at peak visitor periods.
Recommendations to unlock growth
The study also sets out where targeted interventions could make a significant difference, including:
Better timing of public transport services to align with visitor peaks and early/late shifts.
Expand Demand Responsive Transport options and shuttles to connect stations, towns and destinations.
Expand lift-sharing and guaranteed-ride-home services.
Longer term recommendations include:
Strengthening east–west connections across the region, particularly rail services.
Closer alignment of transport and tourism policy to support year-round demand.
Development of a regional integrated fares system across multiple modes of transport to make it easier and cheaper to use public transport.
Sharon Payne, Rural Mobility Lead at Transport East, said:
“The East continues to be a popular destination for tourism, and our regional economy benefits greatly from visitors and the jobs the sector provides. However, it’s clear that further attention and action are needed to better ensure transport plays its part in keeping the visitor economy growing.
“Thanks to this research, we’ve heard directly from those working in the tourism sector on the challenges transport is presenting them today, and how it will impact future growth if transport services don’t keep up with the needs of its users now and in the future. We are ready to provide further support to partners across the industry to ensure tourism continues to be a critical part of the region’s economy – increasing the attractiveness of the East for visitors and providing employment and enrichment opportunities for all communities.”
Pete Waters, Executive Director Visit East of England, said:
“The visitor economy in Norfolk and Suffolk is our largest sector and biggest employer, and one of our key objectives now is how to continue to grow this sustainably. While we want to spread demand seasonally and geographically, we know that 95% of visitors to the East arrive by car.
“This can put pressure on some communities and restricts visitors from fully enjoying our beautiful and vibrant places. We want to encourage more sustainable travel to our coast and countryside through public transport. While public transport in Norfolk and Suffolk is good, we need it to be better.
“That is why we fully endorse this new report from Transport East. We are behind the recommendations and look forward to working with them to achieve a more sustainable network for visitors and local communities”.
Lisa Bone, Tourism and Place Marketing Manager Visit Essex, said:
“Essex has a rich mix of history and heritage, rural landscapes, and a diverse coastline of 350 miles. The Essex Destination Management Plan outlines our strategic vision for a highly competitive, sustainable, and inclusive visitor economy.
“To achieve this, transport and travel must be a top priority to ensure better visitor and employee journeys, which will help manage peak demands and make our locations more accessible.
“This report demonstrates how the better alignment and integration of transport services, alongside a deeper understanding of the tourism sector will enable better growth and a stronger, more resilient visitor economy.”
With an evidence base backed by the industry, the next phase will focus on working with partners to turn these insights into practical interventions by:
Exploring opportunities for more integrated and flexible transport services.
Improving accessibility and inclusivity across the network,
Strengthening collaboration between transport providers and the Visitor Economy sector.
How transport improvements can boost the East’s £4bn visitor economy
