Sussex Tourism Alliance Launches in Brighton, UK, Driving Tourism Growth and Economic Boost Across the County

Published on December 4, 2025

A significant milestone has been reached for tourism in Sussex with the official launch of the Sussex Tourism Alliance at a highly attended event at The Grand Hotel in Brighton. The launch was welcomed by Roy Galley, chairman of East Sussex County Council, who highlighted the Alliance’s purpose of uniting local councils, businesses, and industry bodies to create a coordinated strategy for promoting Sussex as a premier visitor destination.

The Sussex Tourism Alliance is established to provide a stronger, collective voice for the county’s tourism sector. The initiative aims to enhance visitor experiences, leverage the region’s cultural and historical wealth, revitalise hospitality, and provide economic benefits to local communities.

Launch Event Highlights a New Era for Sussex Tourism

The launch event, held on 19 November 2025, attracted approximately 750 guests, reflecting robust support from both public and private stakeholders. The Sussex Tourism Alliance’s debut marked a pivotal moment for the region, symbolizing a shared commitment to unify tourism efforts across Sussex.

The Alliance serves as a collaborative platform that brings together councils, attractions, hospitality businesses, and industry bodies. Its main objectives include streamlining promotion, improving advocacy, and coordinating strategic planning. This unified approach ensures that Sussex’s tourism assets are presented cohesively at local, national, and international levels.

Showcasing Sussex’s Cultural and Historical Wealth

East Sussex and the wider Sussex region boast a rich array of cultural sites, historic attractions, natural landscapes, heritage buildings, and coastal towns. These assets collectively form the county’s distinctive appeal to visitors. The Sussex Tourism Alliance seeks to harness this diversity to strengthen tourism potential and deliver tangible economic benefits for communities across the county.

By consolidating stakeholders under one umbrella, the Alliance is expected to better coordinate marketing campaigns, visitor experiences, and destination management. This approach reduces duplication, enhances efficiency, and raises the overall quality of tourism offerings, ensuring visitors encounter a consistent and memorable experience throughout Sussex.

Complementing Existing Initiatives

The Sussex Tourism Alliance is designed to build on existing programmes, such as the Local Visitor Economy Partnership (LVEP), which operates across East Sussex, Brighton & Hove, and West Sussex to coordinate the visitor economy. LVEP has long-term strategies aimed at enhancing the region’s tourism sector, and the Alliance is expected to act as a complementary force, adding collaboration and advocacy capacity.

In addition, initiatives like Experience Sussex will be reinforced through the Alliance, enhancing promotion, strategic planning, and destination development. By aligning these efforts, Sussex is positioned to attract more visitors while ensuring a cohesive, high-quality visitor experience.

Driving the Visitor Economy and Supporting Local Communities

The creation of the Sussex Tourism Alliance is expected to generate multiple benefits for the region. By uniting tourism stakeholders, local authorities, and businesses, the Alliance strengthens Sussex’s appeal as a destination, increases visitor numbers, and encourages cultural and heritage tourism.

Improved coordination enables the development of more attractive travel packages, better marketing outreach, and enhanced visitor services. Local communities and businesses, including accommodation providers, restaurants, heritage sites, and leisure operators, benefit from greater visibility and a shared strategic approach.

Over time, the initiative is expected to stimulate employment opportunities, encourage investment in tourism infrastructure, and foster a sustainable visitor economy that supports both residents and visitors.

A Long-Term Vision for Unified Tourism in Sussex

With the Sussex Tourism Alliance now active, a long-term vision is being established to present Sussex as a unified and compelling destination for both domestic and international travellers. The collaborative approach aims to eliminate barriers between districts, streamline visitor offerings, and create a cohesive regional identity.

By leveraging the county’s rich heritage, natural landscapes, cultural attractions, and hospitality resources under a coordinated strategy, Sussex is poised to attract a wider range of visitors. The Alliance is seen as a crucial step toward sustainable, inclusive, and growth-oriented tourism development across the county.

The initiative underscores the region’s commitment to fostering tourism that is both economically beneficial and culturally enriching, ensuring that Sussex remains a top choice for visitors while supporting local communities and businesses.