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Tourism Business Support, Insights, Advice and Engagement in Swale

Marketing toolkit, business advice and links for Swale tourism businesses

Swale's Shared Story Toolkit 

Swale Borough Council is committed to developing and supporting the visitor economy and, through working with the local industry, has produced the marketing toolkit as an aid for those involved in bringing visitors to our area.


Share your tourism business news and stories in the monthly Swale Visitor Economy Newsletter - email to sign up.

Swale itself contains three distinct destinations – Faversham, the Isle of Sheppey and Sittingbourne as well as their surrounding villages, countryside and coast – and each has its own story to tell.

Our strengths lie in our outstanding landscapes, our rich and varied heritage, festivals and events, food and drink, arts and creativity, and of course our people! These strengths make up our offer and are our greatest draw for visitors.

Visit Swale is a microsite hosted by our partners at Visit Kent Business, a great source of tourism business advice, news and guidance.

As a regional destination marketing organisation Visit Kent works closely with Visit Britain / Visit England on UK Inbound and domestic marketing of Kent's tourism offer.

Visit Britain also provides a Business Advice Hub which lists top resources as:

Visit Swale Team Webpage Articles - Share Your Good News Stories...

Whilst we do not publish external features on the Visit Swale website, the Visit Swale team welcomes Swale tourism business content for editorial consideration to inform and highlight in website copy it produces and publishes. The team’s aim is to raise awareness of the good news stories contributing to our successful local visitor economy.

Please send your news and stories for information to , items will also be considered for the monthly Swale Visitor Economy Newsletter.

Swale Borough Council's Economic Development Team and Swale Means Business also produce a monthly economic development e-bulletin with the latest news, events, funding and business opportunities for ALL businesses based in Swale.

To sign-up for the e-bulletin please email if you would like to subscribe to receive this newsletter by email. If you wish to unsubscribe at any time, please contact us using the same address.

The team welcome contributions from businesses and support organisations about funding opportunities and events. Please email the details to if you would like your story to be considered for inclusion in a future issue.

Insights - Swale Visitor Economy Data and Reports

This infographics below summarise the volume and value of tourism and the impact of visitor expenditure on the local economy in 2019 and again in 2020. The results are derived using the Cambridge Economic Impact Model under licence by Destination Research Ltd and commissioned by Visit Kent in partnership with Swale Borough Council

Download the full Swale Economic Impact of Tourism Report 2019

Download the full Swale Economic Impact of Tourism Report 2020

AirDNA Monthly Update Reports For Swale Area

We all know how important it is for organisations and destinations to be able to access timely information on the performance of the visitor economy. To gain further insight into the impact of tourism and into the performance of self-catering accommodation providers, this report contains data on short-term rental properties listed on the Airbnb platform in both the county and Swale Borough.

 Data is provided by AirDNA, specialists in offering comprehensive vacation rental stats and analytics, to enable property hosts and destinations to gain a more in-depth understanding into the short-term rental market, which has been growing in popularity.

These reports will summarise findings for properties based on monthly data, including comparisons to previous years and performance over the last 12 months. Findings will cover a range of factors, including monthly available and booked listings in the area, property occupancy, ADR and RevPAR, in addition to overall supply, demand and revenue generated. The report also covers forward looking data, in terms of future bookings over the next 6 months, which will enable destinations to anticipate the performance of the market, whilst being able to identify any booking trends. Please note that data is based on entire property listings only and when calculating the occupancy, properties must have had at least one booked night.

 When interpreting the data, it will be important to assess the performance of the area within its own context, as data provided can be affected by several factors. This includes the increase in available listings, which can impact occupancy across each month, alongside some properties having less or more available nights within one given month. More information on the methodology used and data definitions can be found in the report appendices.

 Acknowledgements: If you wish to use any figures or information contained within this report, please acknowledge the source as - Visit Kent AirDNA monthly update April 2022: Swale Borough and quote AirDNA as the data.

To view other research resources please visit-


Organising an event in the Swale area, find out more about the event management process, event notification and road closure process on the Swale Borough Council website at

Additional Event Guidance - Organising a safe event, 3 steps to running an event safely - simple guide from Zurich Insurance (download pdf)

In order to successfully run an event, you’ll need to ensure that there’s a considered plan in place for managing health and safety. This should be documented and communicated to other organisers, volunteers and vendors involved in your event. This is necessary for all events whatever the size. The level of detail should be proportionate to the size of the event and the activities taking place. You have a duty of care to people working at or visiting your site.

1) Before the event: What information do you need to gather to enable you to plan the event?

2) During the event: What needs to be considered and maintained during the event?

3) After the event: What needs to be done after the event?

Read more by clicking the link on the image below

The official tourism website for the Swale area North Kent.