'Cheers' as council backs exciting plan to boost wine tourism in Sussex!

An ambitious plan to boost wine tourism in Sussex and attract international visitors, was launched this week at the Houses of Parliament – a fitting start to English Wine Week, which runs from 17 – 25 June.

‘Sussex Wine Tourism: A Plan for Growth’ aims to grow Sussex's wine tourism sector from its current value of £25 million, to an impressive £283 million by 2040, generating more than 3,000 new jobs and securing Sussex’s position as the UK’s premier wine tourism destination.

Growing the visitor economy

The plan has been overseen by Sussex Modern, which works collaboratively with regional partners, spanning not just wine, but also art and landscape, to change the perceptions of Sussex and raise its profile as a premier national and international visitor destination. 

In a year which sees Towner Eastbourne host the Turner Prize, this ambition is now more pertinent than ever.

It is also supported by the Sussex Visitor Economy Initiative, a strategic partnership led by East and West Sussex County Councils and Brighton & Hove City Council.

Working with public and private sector partners and local destination management organisations, the partnership aims to grow the value of the visitor economy and raise the profile of Sussex as a national and international visitor destination.   

Tours and tastings

Sussex currently boasts 138 vineyards – the largest number in the country. Many of them are open to the public, offering cellar door sales, tours, tastings, food and drink, shopping, accommodation as well as a variety of events and activities.

Earlier this week, representatives from 11 Sussex wine estates were among those attending a House of Commons launch, hosted by Sir Peter Bottomley MP, to showcase their world-class wines and tourism experiences.

Significant opportunities

“We welcome the launch of ‘Sussex Wine Tourism: A Plan for Growth’, bringing together businesses and stakeholders from across the region to harness the significant opportunities to promote Sussex’s wine tourism internationally,” said Patricia Yates, CEO of VisitBritain/VisitEngland.

“With our research also showing strong interest from international travellers in trying British food and drink, Sussex’s wine tourism offer is also an exciting proposition and incentive product for the business meetings market.”

Award winners

Councillor Alan Robins, chair of Brighton & Hove City Council’s Culture, Heritage, Sport, Tourism and Economic Committee added: “It’s great to see our local vineyards getting well deserved recognition, putting Sussex firmly on the map as a top-class wine tourist destination.

“We are incredibly lucky to have many award-winning vineyards within easy reach of Brighton & Hove, offering residents and visitors a chance to escape from the busy city centre, enjoy a lovely day out in tranquil settings and, of course, sample a glass of wonderful Sussex wine.”

Significant milestone

Mardi Roberts, Vice Chair of the Sussex Visitor Economy Initiative and Director of Communications at Ridgeview Wine Estate, said the plan marked a significant milestone in the region's pursuit of becoming a premier wine tourism destination.

“By fostering collaboration, innovation and the celebration of Sussex's unique offerings, the plan sets the stage for remarkable growth in the years to come, solidifying Sussex's reputation as a must-visit location for wine enthusiasts and tourists alike,” she said.