Recently recognised by the Lonely Planet as one of the best regions in the world to visit in 2025, the award validates East Anglia’s unique charm - boasting an outstanding coastline, fabulous seaside towns, historic attractions, waterways and breath-taking countryside. So whether you’re wandering through historic cities like Cambridge, relaxing on the sandy beaches at Holkham Bay, or discovering hidden rural gems in Suffolk this is a fantastic destination to visit.
Sometimes overlooked, the Tourism industry is truly at the heart of life in the East. The visitor economy is valued at over £10 billion a year, making it one of the region’s largest sectors and a significant source of local employment. Each year, we welcome more than 140 million day trippers and nearly 10 million overnight visitors, all eager to experience the area’s beauty. With around 240,000 jobs directly linked to tourism, it’s easy to see how crucial visitors are to sustaining our vibrant communities.
A visit to the cities of Norwich and Bury St. Edmunds is like stepping back in time, with their medieval streets and architecture. Cambridge, in particular, holds a special place in my heart, not just as my home city, but as a city that seamlessly combines tradition with innovation to a drive burgeoning economy with emerging technologies and new industries. The outstanding natural beauty of coastline and countryside offer a perfect blend. I like nothing more than a seaside walk in Southwold with the family followed by fish & chips with an Adnams beer.
This recognition is a great incentive for both domestic and international visitors to discover more of our beautiful region. However, I will say if the necessary upgrades to critical infrastructure are made, the East could easily position itself as a top global destination! Improved transport links, modernised facilities, and enhanced digital connectivity would make this already appealing region even more accessible and enjoyable for visitors and residents. The Eastern Powerhouse has long argued that enhanced infrastructure could transform the way people explore and move in this area. Faster rail connections and improved road networks would make traveling between centres of light like Peterborough or Ipswich to the serene Norfolk Broads and Suffolk’s idyllic coast, even more convenient.
As the budget approaches, it’s clear that investing in infrastructure would not only boost tourism but also support local businesses, attract a broader range of visitors, and bring in more investment. This sustainable growth could be achieved while protecting the natural and historic treasures our region is known for. Enhanced public transport and digital connectivity would make the region more inclusive, with more opportunities for rural communities, ensuring that everyone can experience the best the Eastern region has to offer.