Chartered accountants Larking Gowen has been running its Tourism Business Survey for 20 years.

The anonymous poll - which seeks the views of businesses which welcome visitors or rely on visitor spend - has become a benchmark for regional performance helping local authorities, destination organisations and industry leaders to understand the pressures and opportunities in the sector.

SIGN UP HERE FOR YOUR DAILY BUSINESS BULLETIN

Philip Turner, Steve Magnall, Adam Goymour and Chris Scargill at the 2025 Tourism Business Survey results seminar (Image: Larking Gowen)

It has also become a platform for the sector to speak with a shared voice - and created a clear picture of how the visitor economy has changed and what it needs to thrive, says the firm.

Larking Gowen tourism, leisure and hospitality partner Chris Scargill says the survey gives businesses a place to speak openly about the challenges they face and creates a practical record of how the sector adapts and responds.

More: Greene King decides to slash managed sites as pub owners face lean times

“This anniversary marks 20 years of honest feedback from the people who keep the leisure, tourism and hospitality economy moving," he says.

"We hear from large operators, small family run firms, charities and attractions of every size.

"Every response adds real value. I encourage any business that works with visitors or guests to take part because their experience matters and it strengthens the wider regional picture.”

More: Two new roundabouts to open on A12 after Sizewell C weekend closures

The survey collects information about business confidence, visitor patterns, staffing, investment, marketing activity and trading conditions .

Results are combined to create a set of trends reflecting the reality of running a tourism or hospitality business in East Anglia.

Andrew Hird, Stevie Sheppard, Iain Wilson at ROARR! in 2024 (Image: Larking Gowen)

Individual businesses are never identified. No specific responses are published and the information is used only to build a collective view of the sector.

Larking Gowen tourism, leisure and hospitality director Jo Burton says they understand why some businesses might hesitate to share information.

More: Farmer whose sheep were chased and attacked by dogs praises new legal crackdown

"Confidentiality is a priority and we protect it absolutely. No one sees individual submissions and we only report grouped results that show themes and patterns.

"When businesses speak openly it becomes possible to create a reliable picture of what is really happening.

"This helps the organisations that support the sector to focus their efforts properly and it strengthens the region’s case for investment.”

More: Bakery owner sees 40% sales drop after unexpected Facebook suspension

A consistent theme over the past 20 years has been firms' willingness to collaborate.

Many businesses refer customers, share ideas and work together on events and campaigns, survey organisers have found.

They want to encourage more businesses to take part this year and help shape the future of the sector in this region.

Participants are automatically invited to the annual Tourism Business Survey Results Seminar, an important event where tourism, leisure and hospitality businesses from across East Anglia come together to hear the findings and industry insights.

The survey deadline is on Sunday, March 29. Go to: https://www.surveymonkey.com/r/L3X5J3X

© Eastern Daily Press