New EARC report outlines the economic value of heritage to the region

A report released today has shown the huge value of the heritage sector in the Eastern Arc region. 

It is responsible for a quarter of the national income for heritage: £4.2bn of a total £15.3bn, and has bounced back from the pandemic to be an essential part of the regional and national economy. 

Commissioned by the Eastern Arc Heritage and Culture Network, The Importance of Our Past: Understanding the economic value of heritage in the Eastern Arc region (pdf) provides both a macro and a micro analysis of heritage engagement in the region which stretches from the Wash in the North to Sussex Bay in the South. 

It breaks down the visitor figures by socio-economic demographics, ethnicity, and disability, as well as looking at specific types of heritage visitor attractions, and comparing its value to that of other sectors such as construction and manufacturing. 

Globally significant heritage

The Eastern Arc region has significant heritage assets that reflect the part it has played our islands’ story, from the burial site of Sutton Hoo to that for the Battle of Hastings, the Roman invasion at Richborough and the establishment of their first British captial at Colchester, the foundation of Christianity in Canterbury and Norwich, and the defence of the UK at Dover and beyond. 

The region includes a UNESCO heritage site and a city of literature, and the Visit Britain database lists over 300 heritage sites for the region, including castles, historic homes, gardens, monuments, museums and galleries. 

Why now? 

The central aim of this report is to demonstrate the value of heritage on a regional basis, using the Eastern Arc area as a case study. 

It  contextualises heritage tourism within the wider regional economy. Such issues are important as the heritage sector is likely to be impacted by devolution and local government reorganisation that is currently under discussion. 

The report will inform regional-policy makers as well as heritage professionals as they negotiate devolution and seek to understand the economies of the proposed Mayoral Strategic Authorities (MSAs). 

‘Essential reading’

‘This is a timely report and essential reading,’ said Phil Ward, Director of Eastern Arc. ‘At a time of change and uncertainty, its crucial that politicians, policymakers and other leaders have the full picture of the economic value of heritage. Professor Gill has brought a clarity of focus and a compelling case for this cornerstone sector for our region.’ 

Dr Sophie Vigneron, Director of the Centre for Heritage at the University of Kent, concurred. This detailed and accessible report shows that heritage-led tourism from Norfolk to Sussex attracts millions of visitors and drives substantial economic growth. 

‘Historic sites, cultural landscapes, and local traditions not only enrich visitor experience but also sustain jobs, support small businesses, and foster regional investment—making heritage a cornerstone of the economy. 

‘This is a must read for regional-policy makers and heritage professionals as it illustrates that heritage across the region should not be seen as a ‘luxury’ but rather as something beneficial for local communities.’

Findings

Using data from the Association of Leading Visitor Attractions (ALVA) and Visit Britain, together with datasets from DCMS, local authorities and Museum Development South East, the report is one of the most comprehensive analyses of the value of heritage on a regional basis. 

Amongst other findings, the report shows that: 

• 66 per cent of adults in England visited a heritage site in the last 12 months
• 13 per cent of visitors to heritage sites in the East of England and 12 per cent of visitors to the South-East are from outside the United Kingdom
• Brighton and Hove, East and West Sussex are the three authorities with the highest participation in heritage (79, 71 and 73 per cent) and with museums (61, 47, and 45 per cent). Thurrock was the lowest with 56 per cent and 33 per cent respectively. 
• The combined value of tourism in the region has bounced back to almost pre-pandemic levels: in 2021 the total value fell back to £12.0 billion; in 2023 the combined value was £18.3 billion, nearly back to the same level as 2019 (£18.4 billion)

Recommendations

The report identifies the strengths of heritage in the Eastern Arc region, but also highlights the challenges to it, and makes a series of recommendations, including:

• The need to improve the robustness of the data relating to the heritage economy, including a new and consistent methodology for its collection and presentation; 
• The importance of increasing the profile and awareness of the heritage economy among stakeholders, politicians and the wider public.
• The opportunity to facilitate coworking and engagement between heritage organisations and other stakeholders.

Next steps

The report can be downloaded free here. 

Eastern Arc is hosting a free online discussion on 13 November that will look at the findings of the report, and to explore how to build on these for the benefit of all those within the region. 

You can register to take part in the event here, or be kept updated on developments, contact info@easternarc.ac.uk