Dear Levy Payers,
As we move through what is proving to be an exciting year for Visit Isle of Wight, I wanted to take the opportunity to update you on the progress we’re making and share our vision for the future.
Since appointing our new PR agency in April, we’ve generated more than 100 pieces of positive media coverage showcasing the Isle of Wight as one of the UK’s leading visitor destinations. Most recently, the Island was featured in a five-page in-print and online editorial with Condé Nast Traveller, helping to inspire even more visitors to discover everything our destination has to offer.
Our marketing activity is also delivering strong results. Our Tripadvisor campaign continues to raise awareness of the Isle of Wight as a leading UK staycation destination, while our digital advertising has generated more than 312,000 visits to the Visit Isle of Wight website in the past 3 months. Our Great British Chefs campaign has over-delivered, with the social campaign exceeding targets. We’re also reaching new audiences through channels such as TikTok, with our latest campaign delivering more than 5,000 website visits in just one month.
Supporting the Joyride Festival as a media partner has also resulted in 16.9 million reach, showcasing the Island as the top place for cycling in the UK. All these actions are on top of day-to-day marketing activities such as maintaining the Visit Isle of Wight website, organic social media, consumer newsletters and other marketing activities such as competitions.
These results demonstrate the value of sustained destination marketing and what can be achieved when we invest in promoting the Isle of Wight. However, they also reinforce an important point: if we want to maintain this momentum and remain competitive in an increasingly crowded domestic tourism market, we need a funding model that is fit for the future.
Since joining Visit Isle of Wight, I have been incredibly encouraged by the commitment of our Board of Directors. They represent businesses from across the Island’s tourism economy and share one common goal: ensuring that Visit Isle of Wight has the resources and structure needed to keep our destination competitive in an increasingly challenging UK visitor market.
The reality is that our existing levy model has remained largely unchanged for over a decade. During that time, costs have increased significantly, visitor expectations have evolved, and competition from other UK destinations has intensified. Whilst the current flat-rate system has been simple to administer, it no longer reflects the diversity of businesses that benefit from tourism, nor does it provide the level of investment needed to market the Isle of Wight effectively.
This is why we are proposing a stepped levy at the next BID Ballot in October to create a fairer, more proportionate and sustainable funding model. It recognises the different sectors within our visitor economy, their varying rateable values, and the different ways businesses benefit from destination marketing.
As part of this process, we continue to work closely with the Board and with stakeholders across every sector to ensure the final model is balanced and proportionate. That includes recognising an important principle: the businesses making the largest contribution are also among the greatest beneficiaries of a strong visitor economy and successful destination marketing. Every sector has a vital role to play in growing tourism, and every voice deserves to be heard as we refine the proposals.
I welcome constructive discussion. Strong organisations are built through listening, challenging ideas and working together to find the right long-term solution. Our focus remains firmly on achieving a funding model that is equitable, transparent and capable of delivering the ambitious marketing our Island deserves.
This is about much more than changing a levy. It is about creating a stronger Visit Isle of Wight that can inspire more people to choose our Island, support local businesses, generate year-round economic value and secure tourism’s future for years to come.
The Isle of Wight has an exceptional tourism offer, but we cannot afford to stand still while other destinations continue to invest in attracting visitors. This is a new chapter for Visit Isle of Wight, built on collaboration, accountability and ambition. Together, we have an opportunity to ensure our Island remains one of the UK’s strongest staycation destinations and continue competing confidently for visitors, investment and growth.
Thank you for your continued support and engagement. I look forward to working with you as we shape the future of Island tourism together.
Kind regards,
Dominic Wray
Chief Executive Officer
Visit Isle of Wight
17.7.2026