TOURISM SLUMP CONTINUES AS FERRY WOES AND FAMILY DECLINE HIT ISLE OF WIGHT
Newly released figures show that the Isle of Wight has suffered another year-on-year drop in visitor numbers in the first 6 months of 2025, with data revealing worrying trends that point to transport issues and a decline in family holidays.
While overall visitor spending rose, the reduction in arrivals adds weight to concerns that the Island is losing its appeal to key markets – or is just not being marketed properly.
The Isle of Wight Passenger Survey recorded 826,249 visitors between January and June this year, a 5.1% fall compared to the same period in 2024.
One of the most significant findings is an 11% drop in the number of people travelling by car. In 2024, 58% of visitors relied on their own vehicle, but that figure fell to just 47% in 2025. This sharp fall is likely linked to the rising cost and ongoing reliability complaints about cross-Solent ferry services.
The report also highlights a shift in visitor demographics. Adult-only groups now account for some 89% of all visitors, leaving family groups at just 11% of the total market. This is a concerning development for family-focused attractions and accommodation providers, who are now competing over a shrinking share of the tourist trade.
Despite fewer visitors, those who did travel to the Isle of Wight in early 2025 spent more on average. However, industry observers warn that increasing spend per head is not enough to offset the loss of families – a group that traditionally stays longer, visits multiple attractions, and underpins the Island’s holiday economy.
The total visitor spend (which excludes cross-Solent travel) dropped by 1.5% to £101.2million.
Visit Isle of Wight says it has combined the first quarters (1st Jan-31st June) of 2025 to present a more representative and statistically robust perspective for the period, as Easter fell in Quarter 2 in 2025, compared to Quarter 1 in 2024.
Will Myles, Managing Director at Visit Isle of Wight, has said:
“The results of the combined Q1 and Q2 statistics for visitors to the Isle of Wight, whilst showing a year-on-year decline are less impactful than national statistics suggest.
“I have spoken to many businesses in the sector and while some are feeling the hit more than others, I hope that the Island’s tourism industry will see that the picture here is not as bad as the national picture”.
Will adds that Visit Isle of Wight continues to have its ‘sleeves rolled up’ and ready to ‘battle our corner with and on behalf of the Island’s tourism industry’. But there is a growing feeling locally that Visit Isle of Wight may lose the next D-BID vote when it comes up for renewal in May next year.
