Transport Improvements Key to Unlocking East of England's £4bn Visitor Economy, Report Finds

Study highlights need for better public transport links to support tourism, businesses and local communities

A lack of reliable public transport is limiting the growth of tourism across the East of England, according to new research which argues that better connectivity is essential if the region is to maximise the economic benefits of its visitor economy.

A report commissioned by Transport East concludes that shortcomings in bus and rail services—particularly in rural and coastal locations—are affecting visitor experiences, restricting business growth and increasing dependence on private cars.

The findings come despite tourism remaining one of the region's most significant economic sectors. During 2024, the East welcomed around 70 million visitor trips, generating more than £4 billion in spending across approximately 12,000 tourism businesses and supporting an estimated 158,000 jobs.

Transport barriers impacting visitors and employers

According to the study, transport services frequently fail to meet the needs of both visitors and local businesses.

Limited service frequencies, poor connectivity and timetables that do not align with hospitality and leisure operating hours are creating challenges for visitors while making it more difficult for employers to attract and retain staff.

The report also highlights the pressure placed on local road networks as many visitors have little alternative but to travel by car, contributing to congestion, parking shortages and increased pressure on communities during busy holiday periods.

Accessibility also emerged as a concern, with the research identifying barriers for disabled passengers and people with additional mobility requirements.

Short-term improvements and long-term investment needed

To address these issues, Transport East recommends a combination of immediate operational improvements alongside longer-term infrastructure investment.

Among the measures proposed are better-timed public transport services, expanded demand-responsive transport, dedicated visitor shuttle services and increased opportunities for lift-sharing.

Looking further ahead, the report calls for stronger east-west rail connectivity, closer coordination between transport and tourism planning, and the introduction of a simplified integrated fares system to make travelling across the region easier and more affordable.

Industry backs recommendations

Sharon Payne, Rural Mobility Lead at Transport East, said the research demonstrates that transport must play a greater role in supporting one of the region's most valuable industries.

"It's clear that further attention and action are needed to better ensure transport plays its part in keeping the visitor economy growing," she said.

The findings have also been welcomed by the tourism sector.

Pete Waters, Executive Director of Visit East of England, said improving transport links would benefit both visitors and residents alike.

"While public transport in Norfolk and Suffolk is good, we need it to be better," he said.

"We fully endorse this report and look forward to working together to deliver a more sustainable transport network that supports both visitors and local communities."

Turning recommendations into action

Transport East says the next stage of work will focus on converting the report's recommendations into practical projects, with the aim of creating a more integrated, accessible and inclusive transport network.

With tourism already contributing billions of pounds to the regional economy, the organisation believes improving connectivity could help unlock further economic growth while encouraging more sustainable travel and enhancing the overall visitor experience.