Larking Gowen marks 20 years of Tourism Business Survey by calling on East Anglia tourism sector to speak up

Businesses across East Anglia are invited to take part in the landmark anniversary survey, as Larking Gowen celebrates twenty years of its Tourism Business Survey, and is encouraging tourism, leisure hospitality and retail businesses across East Anglia to take part in this year’s edition. 

The survey has become a trusted source of insight for the tourism economy and a platform for the sector to speak with a shared voice. First created in 2006, the survey gathers views from businesses that welcome visitors or rely on visitor spending. Over two decades it has developed into a recognised benchmark for regional performance and has helped local authorities, destination organisations and industry leaders understand the pressures and opportunities within the sector. Its long running nature has created a clear picture of how the visitor economy has changed and what it needs to thrive.

Chris Scargill, tourism, leisure and hospitality partner at Larking Gowen, said: “This anniversary marks twenty years of honest feedback from the people who keep the leisure, tourism and hospitality economy moving. The survey gives businesses a place to speak openly about the challenges they face and creates a practical record of how the sector adapts and responds. We hear from large operators, small family run firms, charities and attractions of every size. Every response adds real value. I encourage any business that works with visitors or guests to take part because their experience matters and it strengthens the wider regional picture.”

The survey collects information about business confidence, visitor patterns, staffing, investment, marketing activity and trading conditions. Results are combined to create a clear set of trends that reflect the reality of running a tourism or hospitality business in East Anglia.

Individual businesses are never identified. No specific responses are published and the information is used only to build a collective view of the sector.

Jo Burton, tourism, leisure and hospitality director at Larking Gowen, said: “We understand why some businesses might hesitate to share information. Confidentiality is a priority and we protect it absolutely. No one sees individual submissions and we only report grouped results that show themes and patterns. When businesses speak openly it becomes possible to create a reliable picture of what is really happening. This helps the organisations that support the sector to focus their efforts properly and it strengthens the region’s case for investment.”

One of the constant themes over twenty years is the willingness of tourism and hospitality businesses in East Anglia to collaborate. Many businesses refer customers, share ideas and work together on events and campaigns. The survey reflects this collaborative approach by providing a shared, yet confidential, insight base for everyone involved in the tourism and hospitality sector.

The twentieth anniversary edition is an important opportunity to capture how the sector is responding and to understand where support is most needed. This year is a call to encourage more businesses to take part in the survey that will help shape the future of the sector in this region.

Those that take part in the survey are automatically invited to the annual Tourism Business Survey Results Seminar, an important event where tourism, leisure and hospitality businesses from across East Anglia come together to hear the findings and industry insights.

How to take part:  The survey is now open to all tourism, leisure, hospitality and retail businesses in East Anglia and beyond. Just click here - but hurry deadline is 29 March 2026.