Horsham Accommodation Study 2026 Summary Strategic Business Intelligence

1. Commentary

Experience Sussex welcomes the findings of this accommodation study and the valuable intelligence it provides on Horsham's visitor economy. Sussex is a major contributor to the UK's £147 billion tourism economy, generating over £5.5 billion in economic impact in 2024, supporting approximately 104,000 jobs, and welcoming more than 63 million visitors annually.

The Sussex and Brighton Visitor Economy Strategy for Growth 2024 -2034 sets out an ambitious vision to increase the annual value of the sector from £5 billion to £7.5 billion over the next decade through growth across international, staying and day visitor markets. The accommodation
study provides an important place-based insight that reinforces and aligns with the wider growth opportunities identified across Sussex. In particular, the report highlights the potential to attract higher-value, longer-staying visitors through experience-led tourism, events, wellness, nature-based activities and authentic local experiences, all of which reflect emerging travel trends and visitor expectations.

Experience Sussex is particularly encouraged by the study's findings regarding sustainability, with many accommodation providers demonstrating a commitment to greener tourism practices. The report also identifies opportunities to strengthen the accessible tourism offer across the sector, supporting national objectives for inclusive, sustainable and accessible tourism growth.

Experience Sussex looks forward to working with Horsham District Council and local businesses to deliver future business support programmes that build upon this research, helping accommodation providers and visitor economy businesses maximise opportunities, improve competitiveness and contribute to the long-term growth of Horsham's visitor economy.

2. Businesses that can benefit from this report

Accommodation Businesses

• Hotels
• B&Bs and guesthouses
• Holiday cottages
• Airbnb hosts
• Glamping sites
• Camping and caravan parks
• Farm stays
• Aparthotels and serviced apartments

The report identifies demand trends, pricing opportunities, occupancy patterns, investment priorities, and gaps in current provision.

Hospitality Businesses

• Restaurants
• Pubs
• Cafés
• Vineyards and wineries
• Food producers

Visitors increasingly seek experience - led stays that combine accommodation with food, drink, andlocal culture. Food and wellness are identified as significant growth areas.

Retail Businesses

• Independent retailers
• Artisan producers
• Farm shops
• Gift shops

Increasing overnight stays and extending visitor dwell time directly increases visitor spending within local businesses.

Property and Development Businesses

• Investors
• Estate owners
• Farmers
• Landowners
• Property developers

The report identifies opportunities for:

• Farm diversification
• Conversion of existing buildings
• Boutique accommodation
• Vineyard accommodation
• Glamping developments
• Rural tourism businesses

3. Market knowledge gained

Who is visiting Horsham?

The market is dominated by:

• Day visitors (3.8 million trips)
• Leisure visitors
• Visiting Friends & Relatives (VFR)
• Short-break travellers
• Older "Baby Boomer" visitors
• Nature and countryside seekers

What visitors want

Growing demand exists for:

• Rural breaks
• Wellness experiences
• Walking and cycling holidays
• Dog-friendly stays
• Unique and memorable accommodation
• Authentic local experiences and food and drink
• Sustainable tourism products

How visitors book

Businesses rely heavily on:

• Own websites
• Airbnb
• Booking.com
• Phone and email enquiries

This highlights the importance of digital marketing and direct booking strategies.

4. Commercial Opportunities Identified

Extend Length of Stay

One of the biggest opportunities

Horsham receives significant day-trip traffic but comparatively low overnight stays. Businesses that can encourage visitors to stay another night can increase spend considerably.

Examples:

• Multi-day itineraries
• Food and drink trails
• Walking packages
• Wellness retreats
• Weekend events

Experience-Led Tourism

Visitors increasingly buy experiences rather than rooms

Opportunities:

• Vineyard tours
• Artisan workshops
• Nature experiences
• Promote and use local produce

Wellness Market

The report repeatedly identifies wellness as an emerging growth sector.

Potential businesses:

• Spa treatments
• Yoga retreats
• Forest bathing

Older Visitor Market

The over-65 market is growing and tends to:

• Spend more
• Stay longer
• Value comfort
• Require accessibility features

Businesses can develop:

• Accessible facilities
• Comfortable accommodation
• Midweek packages
• Guided experiences

Airport- related Tourism

The future Gatwick runway expansion presents opportunities for:

• Boutique airport stays
• Pre-flight accommodation
• Bleisure (business + leisure)
• Longer pre/post-flight experience

5. Key Learning Points

Quality Matters More Than Quantity

The report concludes future growth is more likely through:

• Better quality
• Distinctive products
• Higher visitor spend

Rather than simply attracting more visitors

Accommodation Alone Is Not Enough

The strongest operators combine accommodation with:

• Activities
• Authentic Food & Drink
• Events
• Nature
• Wellness

Sustainability Can Become a Selling Point

Many businesses have adopted sustainability measures, but few are formally accredited.

This creates an opportunity for businesses to stand out through:

• Green certifications
• Eco-experiences
• Local sourcing
• Low-carbon tourism offers

Accessibility Is Underdeveloped

Only limited accessibility improvements were reported by providers. This represents both a weakness and an opportunity. Visitors with accessibility needs typically represent up to 20% of the market.

6. How the Study helps identify more reasons for people to use other local businesses

The survey shows visitors need more reasons to stay, spend and return.

Create More "Reasons to Visit"

Nature

• South Downs access
• Wildlife
• Walking trails
• Cycling routes

Food & Drink

• Vineyard experiences
• Brewery tours
• Local food festivals
• Farm - to - table dining

Wellness

• Retreats
• Spa days
• Fitness weekends
• Wellbeing events

Events

• Weddings
• Seasonal festivals
• Cultural events
• Arts programmes

Families

• Family -friendly accommodation
• Outdoor activities
• Educational experiences

Pet Owners

• Dog-friendly accommodation
• Dog activity packages
• Pet - friendly attraction

7. International Visitors

The report notes overseas visitors are staying longer and spending more than domestic visitors. Businesses can develop products specifically targeting this market.

8. Strategic Takeaway

The biggest insight from the study is that Horsham's future growth is likely to come from higher - value, experience - led tourism, not simply more accommodation. Businesses that combine accommodation, food, wellness, outdoor activities, events, heritage, accessibility and sustainability are most closely aligned with the market opportunities identified in the report.

The study provides evidence for where visitor demand is growing and highlights practical opportunities to increase overnight stays, visitor spending, repeat visits and year-round business activity.

9. About this summary

This is a summary of the final report of the study commissioned from Tomorrow's Tourism by Horsham District Council and Mid Sussex District Council in December 2025. The purpose of the study is to provide a robust evidence base on the current supply, demand and future potential for visitor accommodation in both Districts.

It is possible to download a full copy of the study via our website.